Dr. Gu Yu of Nankai Business School, with Shi Haijiao of Beijing Technology and Business University, has published “Exploring the Effect of Framing Donation Goals As Goods Versus Money on the Effectiveness of Donation Appeals” in the European Journal of Marketing. The study finds that framing donation goals as goods rather than money boosts donation willingness by strengthening donor-recipient connection and perceived impact, especially among individuals with interdependent self-construal.