Pulling on the Heartstrings: Examining the Effects of Emotions and Gender in Persuasive Appeals

Charities and nonprofits often solicit donations from private individuals. These organizations may use persuasive appeals that contain emotional content to encourage individuals to render their support. Research in consumer behavior has established a link between emotional persuasive appeals and prosocial behavior. In three experiments, this research examines the efficacy of two common emotions—pride and sympathy—in charitable appeals. Biological sex and gender roles are examined as potential moderators of emotion. In addition, a classification for donors based on the motives they may have for engaging in prosocial behaviors is suggested. Strategies for segmentation and targeting individuals with specific emotional appeals are illuminated.