Should donation ads include happy victim images? The moderating role of regulatory focus

Zemack‐Rugar, Yael; Klucarova, Sona

doi:10.1007/s11002-018-9471-8

Cited by 39 publications

(35 citation statements)

References 23 publications

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“…According to Dyck and Coldevin (1992), using a less pleasant photograph of a needy victim resulted in the lowest contributions to charity, whereas a positive picture of a child led to a higher average gift donation. The effect of a happy victim image has become more evident in recent years (Taylor & Knibb, 2013; Zemack‐Rugar & Klucarova‐Travani, 2018). In general, consumers prefer advertising with smiling faces (Kulczynski, Ilicic, & Baxter, 2016).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Participants also reported greater intention to donate when seeing happy faces on the advertisements. Studies suggest that the mechanism behind the effect of happy victim images is donors' increased perceived efficacy (Zemack‐Rugar & Klucarova‐Travani, 2018). Happy victim images allow donors to see the positive results of their generosity.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Goenka and van Osselaer (2019) suggest that compassion and gratitude are also effective emotional ad appeals to promote monetary donations when used in congruence with certain moral objectives. In the context of helping via direct financial donations, past studies have explored the influence of victim images in charity ads (Small & Verrochi, 2009; Taylor & Knibb, 2013; Zemack‐Rugar & Klucarova‐Travani, 2018). For example, happy images have been shown to elicit greater financial donations for breast cancer organizations (Taylor & Knibb, 2013).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Previous research shows that exposure to victim images is related to helping behavior, but in a complicated way. Some studies suggest that sad victim images are more effective in promoting giving (Small & Verrochi, 2009), while other research has found happy victim images are more influential (Zemack‐Rugar & Klucarova‐Travani, 2018). These conflicting findings represent a gap in the current literature and suggest that the effect of emotional victim images on helping intentions remains unclear.…”

mentioning

confidence: 99%

“…This study is of both theoretical and practical importance regarding prosocial behaviors. In terms of theory, previous literature has shown conflicting findings regarding the effectiveness of happy versus sad victim images in emotional appeals (Genevsky & Knutson, 2015; Small & Verrochi, 2009; Zemack‐Rugar & Klucarova‐Travani, 2018). This study provides further evidence to support the persuasiveness of happy victim images.…”

mentioning

confidence: 99%

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

Atkinson

2020

J of Philanthropy and Mktg

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Charities and marketers routinely incorporate images of recipients, for example victims of a flood or famine, in their prosocial advertising; however, previous literature suggests mixed results regarding the effectiveness of relying on sad versus happy images of victims. Recently, due to reactance to excessively traumatic marketing campaigns, happy victim images have been found to be more effective in eliciting prosocial behaviors. To extend this line of research, an experiment found that consumers are more willing to help when viewing advertisements featuring happy children over sad children. Moreover, helping mode moderates the relationship between victim image and helping intentions. The effect of a happy victim image is attenuated when consumers are asked to buy cause‐related products rather than donate to charities. According to emotion regulation consumption theory, consumers mitigate the feeling of negative emotions by increasing their intention to buy cause‐related products. Practically, the findings provide guidance on integrating victim images in prosocial advertising.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

mentioning

confidence: 99%

mentioning

confidence: 99%

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

Atkinson

2020

J of Philanthropy and Mktg

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Nonprofit organization advertising on social media: The role of personality, advertising appeals, and bandwagon effects

Lim

Bouchacourt

Brown‐Devlin

2020

J of Consumer Behaviour

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The current study aims to explore the role of personality in a nonprofit organization's advertisement on social media and how it influences two advertising components: the types of advertising appeal and social media metrics. A 2 (emotional vs. rational appeal) × 2 (high vs. low social media metrics) full-factorial experiment was conducted. We found the positive effects of specific personality traits on attitude toward the ad and donation intention; the six HEXACO personality traits were positively related to attitude toward the ad, whereas Extraversion, Conscientiousness, and Openness to experience were the only traits positively related to donation intention.There was no interaction effect of the personality traits and the type of advertising appeal. We also found that Conscientiousness had a moderating role on the bandwagon effect of social media metrics, such that the bandwagon effects of social media metrics on the attitude toward the ad and donation intentions were only significant for participants with moderate (M) Conscientiousness and high (M + 1SD) Conscientiousness. Our findings will contribute to providing practical insights for how to design an effective nonprofit advertisement on social media as well as filling the gap in the literature on nonprofit advertising and personality. | INTRODUCTIONAccording to the National Center for Charitable Statistics, in 2015, there were over 1.56 million registered nonprofit organizations (NPOs) in the United States, contributing an estimated $985 billion to the nation's economy (McKeever, 2019). NPOs' operations are uniquely reliant upon consumers' engaging in the altruistic behaviors of donating and volunteering. Thus, NPOs must elicit donations through cost-effective, social media advertising campaigns, in hopes of amplifying their content to their followers' own networks to garner additional, positive word-of-mouth (Lovejoy & Saxton, 2012;

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Give where you live: A social network analysis of charitable donations reveals localized prosociality

Chapman

Louis

Masser

et al. 2022

J of Consumer Behaviour

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Millions of charities compete for donations, yet no empirical study has examined patterns of shared giving behavior across the nonprofit sector. To understand which types of charities are more likely to share donors, we conducted a social network analysis using behavioral data from 1,504,848 donors to 52 large charities in Australia. Three hypotheses were tested, which considered how patterns of shared donations may be determined by charity sub-type (e.g., health, social services, religious), type of beneficiaries (i.e., humans, animals, the environment), or geographic focus (i.e., international, national, regional). Overall, results indicate that patterns of shared giving are strongly shaped by geography: international charities typically share donors, as do charities operating in the same local region. Some-albeit inconsistent-evidence also emerged to support the notion that sub-type may be an organizing principle for donation distributions, but little support was found for the idea that beneficiaries influence shared giving patterns. A key managerial implication is that the practice of supporter list swapping may be most beneficial when lists are shared between organizations that both operate in the same geographic region rather than between organizations that both operate as the same subtype of charity or both share similar beneficiaries. | INTRODUCTIONEach year, Australians donate over $10 billion to charities and nonprofits; yet this giving is dispersed among over 59,000 registered charities (ACNC, 2021). This kind of dispersed giving is observed all around the world: for example, there are 168,000 registered charities in the United Kingdom and over 1.5 million in the United States (Charity Commission, 2018;NCCS, 2020). Despite the importance of understanding how donors distribute their charitable dollars across the charity network, only a handful of studies have considered the question of charity section at all and no empirical research has investigated which types of charities are more likely to attract the same donors. For example, do charities share donors in relatively arbitrary ways, or rather are patterns of shared giving behavior explained by charity sub-type, beneficiaries served, or geographic focus? The current study fills this important gap by conducting a social network analysis on transactional data from over 1.5 million donors to examine their patterns of shared giving between 52 large charities. | Understanding charity selectionCharitable giving refers to voluntary donations of money that benefit non-kin others (Bekkers & Wiepking, 2011a). Traditionally, scholars of giving have focused primarily on identifying who gives to charity and

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Should donation ads include happy victim images? The moderating role of regulatory focus

Cited by 39 publications

References 23 publications

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

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

Nonprofit organization advertising on social media: The role of personality, advertising appeals, and bandwagon effects

Give where you live: A social network analysis of charitable donations reveals localized prosociality

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