UN 427 - IJRM. Beyond Before & After.

Do process photos increase charity donations? Josh Lundberg, assistant professor of marketing at North Carolina Central University, joins Up Next to answer that question. His research with colleagues, published in the International Journal of Research in Marketing, finds that photos showing a charity's process, the actual steps taken to help someone, get people to donate more than the standard before-and-after photo. Gabriella and Josh talk through why this works, when it doesn't, and what any charity can do about it right away.