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The Impact of Victims’ Imagery On Charity Crowdfunding Campaigns

How Photos of Victims Doing Nothing To Help Themselves Elicit Fewer Donations

Gadi Buskila, Dikla Perez
DOI: 10.2501/JAR-2022-021 Published 1 December 2022
Gadi Buskila
Bar-Ilan University,
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  • For correspondence: gadi.buskila@gmail.com
Dikla Perez
Bar-Ilan University,
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  • For correspondence: dikla.perez@biu.ac.il
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Article Information

vol. 62 no. 4 385-396
DOI 
https://doi.org/10.2501/JAR-2022-021

Published By 
Journal of Advertising Research
Print ISSN 
0021-8499
History 
  • Received April 11, 2021
  • Received (in revised form) January 8, 2022
  • Accepted July 7, 2022
  • Published online December 1, 2022.

Article Versions

  • Previous version (September 15, 2022 - 06:01).
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Copyright © 2022 ARF. All rights reserved.

Author Information

  1. Gadi Buskila
  1. Dikla Perez
  1. Bar-Ilan University, gadi.buskila{at}gmail.com
  2. Bar-Ilan University, dikla.perez{at}biu.ac.il
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Vol 62 Issue 4

Journal of Advertising Research: 62 (4)
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The Impact of Victims’ Imagery On Charity Crowdfunding Campaigns
Gadi Buskila, Dikla Perez
Journal of Advertising Research Dec 2022, 62 (4) 385-396; DOI: 10.2501/JAR-2022-021

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The Impact of Victims’ Imagery On Charity Crowdfunding Campaigns
Gadi Buskila, Dikla Perez
Journal of Advertising Research Dec 2022, 62 (4) 385-396; DOI: 10.2501/JAR-2022-021
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  • Article
    • Abstract
    • MANAGEMENT SLANT
    • INTRODUCTION
    • THEORY DEVELOPMENT
    • HYPOTHESES
    • ALTERNATIVE FACTORS
    • STUDY 1: FIELD DATA ANALYSIS
    • STUDY 2: A CONTROLLED EXPERIMENT
    • STUDY 3: EXPLORING ALTERNATIVE EXPLANATIONS
    • STUDY 4: PORTION OF THE FUNDING GOAL ACHIEVED AS A MODERATOR
    • STUDY 5: ADDING A CONTROL CONDITION
    • GENERAL DISCUSSION
    • FUTURE RESEARCH RECOMMENDATIONS
    • PRACTICAL IMPLICATIONS
    • ABOUT THE AUTHORS
    • APPENDIX A Coding of Projects according to Category
    • APPENDIX B Examples of High and Low Self-Help Ratings (as Rated by Two Independent Judges)
    • APPENDIX C Complete Text of the Fundraising Appeal Used in Study 2
    • REFERENCES
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