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Promoting help for victims of child abuse: which emotions are most appropriate to motivate donation behavior

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Author Info
T. FASEUR ()
M. GEUENS
Abstract

This study investigated the effectiveness of two cognitive appraisal dimensions of emotions, valence and certainty, in advertisements promoting a socially oriented organization. Furthermore, the moderating impact of showing multiple unidentified victims versus showing one identified victim and donation history of the respondents was investigated in 239 adult citizens. Certain emotions proved to be more effective (compatible) than uncertain ones for (with) advertisements with multiple unidentified victims and regular donors, whereas the opposite holds true for advertisements with one identified victim and non-regular donors. Surprisingly, positive emotions were found to be more or equally effective than negative ones under all conditions.

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File URL: http://www.FEB.UGent.be/fac/research/WP/Papers/wp_08_500.pdf
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Paper 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 08/500.

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Length: 26 pages
Date of creation: Feb 2008
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Handle: RePEc:rug:rugwps:08/500

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  1. Sargeant, Adrian & Ford, John B. & West, Douglas C., 2006. "Perceptual determinants of nonprofit giving behavior," Journal of Business Research, Elsevier, vol. 59(2), pages 155-165, February. [Downloadable!] (restricted)
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This page was last updated on 2008-7-10.

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