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






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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  • T. Faseur & M. Geuens, 2008. "Promoting help for victims of child abuse: which emotions are most appropriate to motivate donation behavior," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 08/500, Ghent University, Faculty of Economics and Business Administration.
  • 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.
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