From exclusion to engagement: how agent type and message appeal influence donation intentions

Purpose This study examines how different message appeals (self-benefit vs. other-benefit) and agent types (human vs. virtual) enhance perceived social value and donation intentions among socially excluded individuals. Design/methodology/approach Four behavioral experiments were conducted to test the interaction effects of message appeal and agent type on donation intention, as well as the mediating role of perceived social value. Findings The results show that socially excluded individuals exhibited higher donation intentions in response to messages delivered by human agents and those emphasizing benefit for others. Furthermore, this effect was mediated by perceived social value. These findings underscore the importance of relational communication and the signaling of social value in motivating prosocial acts among socially excluded individuals. Originality/value Although social exclusion is a common experience, research examining ways to restore social value in this context is limited. This study shows that donation intentions are particularly enhanced through human agents recommended other-benefit appeal among socially excluded individuals, as such interactions are more likely to generate perceived social value, highlighting a critical role of human interaction that AI cannot replicate.