Donation Message and Congruence between Framing Message and Facial Expression

Charitable donation can be promoted through positively framed or negatively framed with the same Previous studies have suggested that both positive and negative frames will enhance the evaluation of the issue, as compared with information presented neutrally, but the question here is which type of goal framing is the more powerful enhancer We propose that a happy-faced image will elicit or enhance happy feelings and a sad-faced image will elicit or enhance sad feelings. In summary, there is a great deal of evidence that fostering sympathy increases people’s tendency to give to charity. We build on these findings by suggesting that when a victim expresses sadness, an observer shares that pain. In turn, this emotional convergence of sadness facilitates sympathy and giving.