Communicating the right emotion to generate help for connected versus unconnected others
AbstractThis study investigated the effectiveness of positive versus negative and of ego-focused versus other-focused feelings evoked in advertisements promoting help for connected versus unconnected needy people. Results showed that when help is asked for people to whom respondents feel connected, positive (versus negative) and ego- (versus other-) focused feelings led to more positive ad evaluations and increased respondents’ helping intentions. When help was needed for unconnected people, the negative ads were most effective. Furthermore, it was investigated whether the effect of ego- versus other-focused feelings on ad evaluations and helping intentions was mediated by people’s motivation to help.
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Bibliographic InfoPaper provided by Ghent University, Faculty of Economics and Business Administration in its series Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium with number 08/493.
Length: 35 pages
Date of creation: Jan 2008
Date of revision:
This paper has been announced in the following NEP Reports:
- NEP-ALL-2008-02-09 (All new papers)
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Aaker, Jennifer L & Williams, Patti, 1998. " Empathy versus Pride: The Influence of Emotional Appeals across Cultures," Journal of Consumer Research, University of Chicago Press, vol. 25(3), pages 241-61, December.
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