A new Journal of Marketing study finds that when a collective goal such as is far from completion, consumers are more persuaded by fact-based (vs. affect-based) marketing appeals. In contrast, as the collective goal nears completion, people are more likely to enter a feeling state and are more impacted by affect-based marketing appeals.

Read an in-depth recap of this research here: https://www.ama.org/2023/03/07/highlight-facts-or-appeal-to-feelings-the-psychology-of-persuading-consumers-to-contribute-to-a-collective-goal/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231152446

Reference:

Liyin Jin, Yajin Wang, and Ying Zhang, “Give Me the Facts or Make Me Feel: How to Effectively Persuade Consumers to Act on a Collective Goal,” Journal of Marketing.

Narrator: Josephine Stein

Acknowledgments: Aman Soni

Topics: goals, persuasion, cognition, charities, donations, petitions, marketing, decision behavior

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.

When to Use Facts vs. Feelings for Soliciting Donations