Paper Title
Role of Communication in the Intention to Donate

Charity organizations that work on emotionally distressing issues often include in their fundraising materials images and messages that could cause substantial psychological distress to some of their donors. Our research examined the relationship between the emotional appeal of charity advertisements and the donation intention of the individuals, and further, we have investigated the moderating role of universalism (Schwartz’s value) in the above relation between emotional appeal and donation intention. A sample of 204 respondents was presented with three made-up charity advertisements. The results suggested that highly emotionally appealing advertisement leads to high donation intention of the person with higher universalism value Keywords - Emotional Appeal, Donation Intention, Schwartz value, Universalism