Highlight facts or appeal to feelings? The psychology of persuading individuals to contribute to a collective goal
Credit: CC0 Public Domain
Researchers from Fudan University, China Europe International Business School, and Peking University published a new Journal of Marketing article that examines how marketers can use different messaging to persuade individuals to contribute to a collective goal. The study addresses the specific question of the type of message—fact-based vs. affected-based—that is more effective in eliciting…