Communicating the right emotion to generate help for connected versus unconnected others
This 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.
|Date of creation:||Jan 2008|
|Contact details of provider:|| Postal: Hoveniersberg 4, B-9000 Gent|
Phone: ++ 32 (0) 9 264 34 61
Fax: ++ 32 (0) 9 264 35 92
Web page: http://www.ugent.be/eb
More information through EDIRC
References listed on IDEAS
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, Oxford University Press, vol. 25(3), pages 241-261, December.
When requesting a correction, please mention this item's handle: RePEc:rug:rugwps:08/493. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Nathalie Verhaeghe)
If references are entirely missing, you can add them using this form.