Abstract
Photographs and charitable appeals are frequently used to increase engagement in online fundraising projects. In this research, we investigated the interaction effect between the shapes of the beneficiary's photograph (circular vs. angular) and frames of donation appeals (warmth vs. competence) on donation willingness. Through three studies, we demonstrated a warmth donation appeal combined with a circular-shaped photograph and a competence donation appeal with an angular-shaped photograph could enhance individuals' willingness to donate, which is mediated by perceived fit. Furthermore, the matching effect of photo shapes and donation appeals is moderated by information processing style and exists only among visualizers.
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