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Sad but smiling? How the combination of happy victim images and sad message appeals increase prosocial behavior

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  • Felix Septianto

    (University of Queensland
    University of Auckland)

  • Widya Paramita

    (Gadjah Mada University)

Abstract

The present research examines how a combination of a happy (vs. sad) victim image and a strong sad message appeal can promote prosocial behavior. The underlying reason is that consumers can more easily see how their help can positively change the victim’s situation (i.e., high levels of perceived outcome efficacy). This research tests these predictions across four experimental studies, involving volunteering behavior (study 1) and donation allocations (studies 2–4) across two different markets (Indonesia and the USA). We address the challenge charities face to represent the victims in a good light while at the same time showing their “need” to potential donors. These findings provide advice to marketers and consumers on how to develop effective charitable advertising strategies by combining a happy victim image and a strong sad message appeal.

Suggested Citation

  • Felix Septianto & Widya Paramita, 2021. "Sad but smiling? How the combination of happy victim images and sad message appeals increase prosocial behavior," Marketing Letters, Springer, vol. 32(1), pages 91-110, March.
    • Handle: RePEc:kap:mktlet:v:32:y:2021:i:1:d:10.1007_s11002-020-09553-5
    DOI: 10.1007/s11002-020-09553-5
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    References listed on IDEAS

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    1. Felix Septianto & Billy Sung & Yuri Seo & Nursafwah Tugiman, 2018. "Proud volunteers: the role of self- and vicarious-pride in promoting volunteering," Marketing Letters, Springer, vol. 29(4), pages 501-519, December.
    2. Williams, Patti & Aaker, Jennifer L, 2002. "Can Mixed Emotions Peacefully Coexist?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(4), pages 636-649, March.
    3. Yael Zemack-Rugar & Sona Klucarova-Travani, 2018. "Should donation ads include happy victim images? The moderating role of regulatory focus," Marketing Letters, Springer, vol. 29(4), pages 421-434, December.
    4. Septianto, Felix, 2020. "Do past scandals influence the present performance? The moderating role of consumer mindset," Journal of Business Research, Elsevier, vol. 106(C), pages 75-81.
    5. Brennan, Linda & Binney, Wayne, 2010. "Fear, guilt, and shame appeals in social marketing," Journal of Business Research, Elsevier, vol. 63(2), pages 140-146, February.
    6. Daniella Kupor & Kristin Laurin & Chris Janiszewski & J Jeffrey Inman, 2020. "Probable Cause: The Influence of Prior Probabilities on Forecasts and Perceptions of Magnitude [Perceived Intent Motivates People to Magnify Observed Harms]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(5), pages 833-852.
    7. Sergio W. Carvalho & Diogo Hildebrand & Sankar Sen, 2019. "Dressed to Impress: The Effect of Victim Attire on Helping Behavior," Journal of the Association for Consumer Research, University of Chicago Press, vol. 4(4), pages 376-386.
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    Cited by:

    1. Veronica L. Thomas & Hooman Mirahmad & Grace Kemper, 2022. "The role of response efficacy and risk aversion in promoting compliance during crisis," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(4), pages 1454-1474, December.
    2. Li, Meng-Ran & Yin, Cheng-Yue, 2022. "Facial expressions of beneficiaries and donation intentions of potential donors: Effects of the number of beneficiaries in charity advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    3. Athey, Susan & Karlan, Dean & Palikot, Emil & Yuan, Yuan, 2022. "Smiles in Profiles: Improving Fairness and Efficiency Using Estimates of User Preferences in Online Marketplaces," Research Papers 4071, Stanford University, Graduate School of Business.
    4. Jesús García-Madariaga & Pamela Simón Sandoval & Ingrit Moya Burgos, 2024. "How brand familiarity influences advertising effectiveness of non-profit organizations," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 21(2), pages 279-293, June.
    5. Zheng, Chundong & Qian, Fangyuan & Song, Jiehang & Wang, Han, 2024. "Make the photo in good shape: The matching effect of photo shapes and donation appeals on donation intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    6. Bataoui, Soffien & Boch, Emmanuelle, 2023. "The role of socially rich photos in generating favorable donation behavior on charity websites," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).

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