“I lose” “I gain” vs. “They lose” “They gain”: The Influence of Message Framing on Donation Intentions in Disaster Fundraising

Abstract

Grounded in the 2018 California Camp Fire context, this study explores how message framing in charitable appeals influences individuals’ donation intentions. A 2 (firstperson imagery perspective vs. third-person imagery perspective) × 2 (gain frame vs. loss frame) between-subject online experiment was conducted via Amazon’s MTurk. Results showed that gain/loss framing and imagery perspectives interactively influenced participants’ donation intentions. Specifically, when a message is lossframed, a first-person imagery perspective (“I lose”) message is more effective than a third-person imagery perspective (“they lose”) message in enhancing participants’ perceived issue relevance, induced empathy, and donation intention. In addition, when the message is framed with a third-person imagery perspective, a gain-framed (“they gain”) message is more persuasive than a loss-framed (“they lose”) message.