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The Impact of Exemplars on Responsibility Stereotypes in Fund-Raising Letters

Radboud University

Lettica Hustinx

Radboud University

Exemplars are capable of influencing perceptions of reality in newspaper contexts. Can exemplars in fund-raising letters also influence the responsibility stereotype of the group funds are raised for and the effectiveness of these letters? In three experiments, 679 participants received a fund-raising letter containing an exemplar that was or was not held responsible for the trouble he or she was in. In all experiments, the responsibility perception of the group as a whole was influenced by the exemplar manipulation. If the group members were held responsible for the trouble they were in, participants were less inclined to donate money unless the trouble was considered very severe. The study shows how exemplars influence responsibility stereotypes and the persuasiveness of fund-raising letters.

Key Words: exemplars • fund-raising • persuasion • responsibility stereotypes

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Communication Research, Vol. 34, No. 6, 596-617 (2007)
DOI: 10.1177/0093650207307898


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This Article Abstract Free Full Text (Free PDF) Free Alert me when this article is cited Alert me if a correction is posted Services Email this article to a friend Similar articles in this journal Similar articles in Web of Science Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via Google Scholar Citing Articles via Scopus Google Scholar Articles by Hoeken, H. Articles by Hustinx, L. Search for Related Content Social Bookmarking                         What's this?