It's the thought that counts: The effects of construal level priming and donation proximity on consumer response to donation framing

This research demonstrates that consumers react differently to donations emphasizing a company's effort invested in charitable actions, as opposed to those highlighting its ability to carry out those actions. Our results show that consumers rate the brands that adopt an effort-oriented donation strategy more favorably than those that use an ability-oriented strategy (study 1). Further, this effect is moderated by consumers' perceived...