Effect of emotional victim images in prosocial advertising: The moderating role of helping mode

Li, Dan; Atkinson, Lucy

doi:10.1002/nvsm.1676

Cited by 14 publications

(13 citation statements)

References 46 publications

(80 reference statements)

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“…Additionally, CSR can be a highly emotional experience. Marketers provoke affective responses through the imagery used in CSR messages, and consumers then find ways of regulating their emotional reactions (Li and Atkinson, 2020). Further, deeper self-conscious emotions, which can be more difficult to access and self-regulate, can be triggered through transactions.…”

Section: Theoretical and Hypothesis Developmentmentioning

confidence: 99%

Wounding pride and infusing affect: the ambivalent emotional experience of checkout charity

Coleman

Peasley

2023

JCM

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Purpose This study aims to apply the Wounded Pride/Spite model (integral emotions which occur during the donation request) and the Affect Infusion model (incidental emotions primed before encountering the checkout charity request) to check out charity to understand the interactive effects of positive and negative emotional responses. Furthermore, the moderating role of a positive or negative shopping experience is examined. Design/methodology/approach In Study 1, 518 customers participated in an online survey using a controlled scenario describing checkout charity exchanges. In Study 2, 274 students participated in a similar online scenario but were primed with a positive or negative shopping experience. Data were analyzed through structural equation modeling using Mplus v8. Findings Checkout charity is laden with affective experiences that simultaneously produce positive and negative emotions. Customers who are involved with charities and perceive it acceptable for companies to elicit charitable support are more likely to experience feelings of pride and joy during a point-of-sale donation request. However, negative affective responses are more complicated, as personal support of nonprofits was not enough to reduce feelings of guilt and anger during a donation request. Furthermore, in Study 2, the authors discover that as integral emotions influence customers’ affective states during a checkout charity encounter, incidental emotions garnered from the customer’s shopping experience serve as a moderating role in increasing positive affect and mitigating negative affect, highlighting the importance of the holistic shopping experience. Finally, in Study 2, the incongruent reaction of high positive and high negative affect was linked to decreased donation intentions, further emphasizing the importance of creating positive shopping experiences and identifying customers who perceive it to be acceptable for companies to elicit charitable support. Originality/value To the best of the authors’ knowledge, this research is the first to apply these dual theoretical explanations to checkout charity, contributing an affective and customer-based understanding to complement prior work on marketing strategy. The findings both uphold and extend research in this area, providing novel support for the role of the customer in determining the success of checkout charity.

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Section: Theoretical and Hypothesis Developmentmentioning

confidence: 99%

Wounding pride and infusing affect: the ambivalent emotional experience of checkout charity

Coleman

Peasley

2023

JCM

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“…Selling cues communicate benefits of a product or service to make a sale (Das et al , 2018). Giving cues, on the other hand, are effective at driving prosocial behaviors through avenues like donations and CRM (Li and Atkinson, 2020). If a social enterprise only advertises one of these message cues, incongruency between the cues does not exist, as there is only one message cue being presented.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Giving over selling: advertising for the social enterprise

Coleman

2022

JBS

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Purpose A social enterprise is a hybrid business organization which pursues both profit maximization and social change. This study aims to explore effective ways to communicate authentic motives through social enterprise advertisements. Design/methodology/approach Four sets of advertisements were created to explore the effects of different message cues on perceived authenticity. These ads were presented through internet surveys in varying combinations. Findings Per cue congruency theory, when both giving and selling cues are presented together, they contradict one another, thereby neutralizing any positive feelings which would otherwise be gained through the use of a giving cue. Thus, the highest perceptions of authentic motives underlying an advertisement are gained when only giving cues are used. Practical implications Social entrepreneurs should recognize the limitations of presenting both giving and selling cues in tandem with one another. Doing so may help increase profitability and sales, but it will decrease the authenticity of a perceived message. To communicate authenticity through advertising, the social entrepreneur should highlight the social enterprise’s mission and giving characteristics rather than the products or services being sold. Originality/value To the best of the author’s knowledge, this research is among the first to explore authenticity in marketing messages for the social enterprise. Further, while extant research identifies methods of overcoming contradictory message appeals, the novel findings of this research demonstrate the effectiveness of avoiding the potential for negative reactions altogether.

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“…Victims' facial expressions . Like Li and Atkinson (2020), other researchers have examined the influence of featuring sad versus happy victim expressions in charity ads. Some prior research has found that happy expressions are more effective than sad expressions.…”

Section: Literature Synthesismentioning

confidence: 99%

“…Li and Atkinson (2020) examined the differential effects of evoking negative versus positive audience emotions on donation intentions. They found that featuring happy children versus sad children in ads enhanced the audience's donation intentions.…”

mentioning

confidence: 99%

Charity advertising: A literature review and research agenda

Wymer

Gross

2021

Journal of Philanthropy and Marketing

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The authors present an overview of the academic literature on charity advertising. Through systematically reviewing 63 empirical studies on charity advertising, a synthesis of the body of work is framed in a general model. Predominant antecedents in the charity advertising literature include various appeal tactics and victim portrayals. Research streams on moderators and mediators include various ad characteristics and audience characteristics. The audience's intentions to donate were the most used outcome variable. Recommendations for continuing theoretical advancement in the field are presented. Managerial implications are also presented. This literature review contributes a knowledge base to guide future charity advertising research.

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Effect of emotional victim images in prosocial advertising: The moderating role of helping mode

Cited by 14 publications

References 46 publications

Wounding pride and infusing affect: the ambivalent emotional experience of checkout charity

Wounding pride and infusing affect: the ambivalent emotional experience of checkout charity

Giving over selling: advertising for the social enterprise

Charity advertising: A literature review and research agenda

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