Caitlin Neuwelt-Kearns

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How crowdfunding campaigners market illness to capture the attention of potential donors

Tom Baker, University of Auckland, Waipapa Taumata Rau; Ann E. Bartos, University of Auckland, Waipapa Taumata Rau; Caitlin Neuwelt-Kearns, University of Auckland, Waipapa Taumata Rau; Octavia Calder-Dawe, Te Herenga Waka — Victoria University of Wellington, and Susan E Wardell, University of Otago

Crowdfunding campaigners appeal to potential donors by describing the recipient as the subject of misfortune, rather than personal irresponsibility, and therefore deserving of their sympathy.

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