Charity ugliness premium: Donors' empathy for unattractiveness during the COVID‐19 pandemic and implications for charity advertising

Abstract

Marketers and policymakers use advertising visuals to motivate prosocial behavior, whereby visual attractiveness influences people's empathy and thus their prosocial decisions. In the charity context, various donor‐related factors, including external circumstances and environments in which donors find themselves, can determine the impact of visual attractiveness. In two studies, this research investigates how and why donors responded to attractive/unattractive charitable images during the universal hardship of the COVID‐19 pandemic. In the first study, field data from a charity platform reveal how visual aesthetics affected donations before and during the pandemic. In the second study, a laboratory experiment examines empathy as a mediator of the relationship between visual attractiveness and charitable purchase intentions before and during the pandemic. During the pandemic, unattractive visuals generated significantly greater empathy than attractive visuals, and empathy drove donations and purchase intentions for charitable goods. That is, the “ugliness premium” dominated the “beauty premium” during the pandemic. Our findings that natural disasters or crises moderate observers' preferences for visual attractiveness or unattractiveness offer meaningful insights for applying visual aesthetics to charity advertising designs.