The interactive effects of emotions and numerical information in increasing consumer support to conservation efforts

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dc.contributor.authorSeptianto F
dc.contributor.authorChiew TM
dc.contributor.authorKemper, Joya A.
dc.date.accessioned2023-07-27T22:54:04Z
dc.date.available2023-07-27T22:54:04Z
dc.date.issued2020en
dc.date.updated2022-10-09T22:23:37Z
dc.description.abstractNearly 50% of all Earths’ forests have been cleared and considering forests hold 80% of the world's diversity, it is crucial to support efforts by non-profit organizations (NPO) and government to stop deforestation. Yet, NPOs combat in an increasingly competitive donation sphere, with only 3% of donations going to conservation and animal welfare NPO's. The present research aims to develop a novel perspective to increase consumer support (financial and time resources) to NPOs by examining the use of emotion (hope vs. fear) and numerical information (range vs. point value). Across three experimental studies, we provide concrete empirical evidence that hope increases the effectiveness of numerical information specified as a point value format, whereas fear will increase the effectiveness of numerical information specified as a range format. Our results provide practical implications for conservation NPO marketers in terms of matching emotion and numerical format.en
dc.identifier.citationSeptianto F, Kemper JA, Chiew TM (2020). The interactive effects of emotions and numerical information in increasing consumer support to conservation efforts. Journal of Business Research. 110. 445-455.en
dc.identifier.doihttp://doi.org/10.1016/j.jbusres.2020.02.021
dc.identifier.issn0148-2963
dc.identifier.urihttps://hdl.handle.net/10092/105808
dc.languageen
dc.language.isoenen
dc.publisherElsevier BVen
dc.rightsAll rights reserved unless otherwise stateden
dc.rights.urihttp://hdl.handle.net/10092/17651en
dc.subject.anzsrc1505 Marketingen
dc.subject.anzsrcFields of Research::35 - Commerce, management, tourism and services::3506 - Marketing::350609 - Not-for-profit marketingen
dc.subject.anzsrcFields of Research::41 - Environmental sciences::4104 - Environmental management::410401 - Conservation and biodiversityen
dc.subject.anzsrcFields of Research::35 - Commerce, management, tourism and services::3506 - Marketing::350601 - Consumer behaviouren
dc.titleThe interactive effects of emotions and numerical information in increasing consumer support to conservation effortsen
dc.typeJournal Articleen
uc.collegeUC Business School
uc.departmentManagement, Marketing and Entrepreneurship
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