The impact of linguistic framing on prosocial decisions

By: Material type: Computer fileComputer filePublication details: Ahmedabad Indian Institute of Management 2024Description: 120 p. illSubject(s): DDC classification:
  • TH 2025-21
Online resources: Summary: Abstract Linguistic framing, the way messages are presented through language, plays an important role in influencing consumer decisions, particularly in contexts that involve helping others. Prosocial decisions, such as donations, volunteering time, or supporting social causes, are often influenced by how the requests are communicated. By strategically framing their messages, marketers can effectively shape perceptions, drive motivations, and influence behaviors, demonstrating the critical role of language in encouraging prosocial behavior. This thesis explores how different linguistic frames can impact prosocial decisions. Essay 1 focuses on how framing national achievement messages in a competitive manner differentially impacts consumers’ helping behavior. Through a survey and a field experiment conducted in 20 Indian villages, we demonstrate that competitive framing of national achievements reduces prosocial behavior. Further, we find that this effect is attenuated when the consumption context is not prosocial. In essay 2, we examine the effectiveness of emotional framing in acquiring prosocial funds, demonstrating that emotional framing can sometimes reduce the likelihood of funding. We demonstrate that the effectiveness of emotionality depends on whether a microentrepreneur frames the appeal for an entrepreneurial pursuit or a family need. An empirical analysis of 351,410 prosocial crowdfunding appeals finds that emotionality works only when the narrative highlights the opportunity to help the microentrepreneur’s family and not when framed as supporting an entrepreneurial pursuit. Overall, this research contributes to our understanding of how strategic linguistic framing can significantly influence consumer decisions that promote societal well-being. Understanding its influence can help marketers, policymakers, and organizations design more effective communication strategies to foster prosocial behavior and achieve higher social impact.
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Item type Current library Collection Shelving location Call number Status Date due Barcode
Thesis (FPM) Vikram Sarabhai Library Non-fiction Thesis TH 2025-21 (Browse shelf(Opens below)) Not for Issue (Restricted Access) CD002769

Thesis Advisory Committee

Prof. Arun Sreekumar
Prof. Akshaya Vijayalakshmi
Prof. Saravana Jaikumar

Abstract

Linguistic framing, the way messages are presented through language, plays an important role in influencing consumer decisions, particularly in contexts that involve helping others. Prosocial decisions, such as donations, volunteering time, or supporting social causes, are often influenced by how the requests are communicated. By strategically framing their messages, marketers can effectively shape perceptions, drive motivations, and influence behaviors, demonstrating the critical role of language in encouraging prosocial behavior.
This thesis explores how different linguistic frames can impact prosocial decisions. Essay 1 focuses on how framing national achievement messages in a competitive manner differentially impacts consumers’ helping behavior. Through a survey and a field experiment conducted in 20 Indian villages, we demonstrate that competitive framing of national achievements reduces prosocial behavior. Further, we find that this effect is attenuated when the consumption context is not prosocial.
In essay 2, we examine the effectiveness of emotional framing in acquiring prosocial funds, demonstrating that emotional framing can sometimes reduce the likelihood of funding. We demonstrate that the effectiveness of emotionality depends on whether a microentrepreneur frames the appeal for an entrepreneurial pursuit or a family need. An empirical analysis of 351,410 prosocial crowdfunding appeals finds that emotionality works only when the narrative highlights the opportunity to help the microentrepreneur’s family and not when framed as supporting an entrepreneurial pursuit.
Overall, this research contributes to our understanding of how strategic linguistic framing can significantly influence consumer decisions that promote societal well-being. Understanding its influence can help marketers, policymakers, and organizations design more effective communication strategies to foster prosocial behavior and achieve higher social impact.

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