The impact of guilt and shame in charity advertising: The role of <scp>self‐construal</scp>

Xu, Jie

doi:10.1002/nvsm.1709

Cited by 11 publications

(8 citation statements)

References 63 publications

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“…Since 2000, numerous studies of green advertising have been widely used to support green marketing strategies and position their products and brands in various green industries such as automobiles, cleaning products, foods, and home appliances (Belz & Peattie, 2009). Over the years, advertising scholars have also studied various appeals and green claims that effectively captured environmental consumer's attention; appeals employed in green ads (Leonidou et al., 2011; Xue, 2015; Yu, 2020) and there were also studies aimed particularly for a single appeal such as fear appeal (Shen & Kim, 2022: Shin et al., 2017), guilt appeals (Chang, 2012; Xu, 2022), aesthetic aspects (Popa & Petrovici, 2014), and buy fewer appeals (Reich & Soule, 2016). Xue (2014) revealed that the use of green visuals led to more positive advertising responses for low‐involvement products than the use of verbal environmental claims, alternatively, sustainability claims (i.e.…”

Section: Literature Reviewmentioning

confidence: 99%

How consumers in different cultural backgrounds prefer advertising in green ads through Hofstede's cultural lens? A cross‐cultural study

Ruanguttamanun

2023

Glob Bus Org Exc

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When entering foreign markets, effective advertising appeals are usually employed in advertising to convey local consumers how the products and services will satisfy their wants or needs. The purpose of this cross‐cultural study is to investigate the consumers’ differences between a developed economy (USA) and an emerging economy (Thailand) based on Hofstede's cultural dimensions and the advertising appeal in green advertisements. This study investigates the role played by cultural and economic differences on liking advertising appeals in green advertisements which provides new insight into the literature on cross‐cultural studies as well as managerial implications for marketers, especially in Thailand. Using Hofstede's cultural dimensions as a basis for distinguishing cultures, 40 green global advertisements were presented to 40 consumers in Thailand and 40 consumers in the United States. A combination of quantitative and visual content analysis was also used to examine green advertisements and determine the liking of the appeals. Cultural differences in Hofstede's dimensions reflect in advertising appeals preferences. The results indicate that the USA and Thailand preferred similar appeals but in different ranking; these appeals are corporate image, eye‐catching graphic, exaggerated, imaginative, informative, interesting, meaningful, natural, and sad. Possible explanations and implications of the findings are discussed as well as demonstrating the significance of culture on advertisement effectiveness.

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Section: Literature Reviewmentioning

confidence: 99%

How consumers in different cultural backgrounds prefer advertising in green ads through Hofstede's cultural lens? A cross‐cultural study

Ruanguttamanun

2023

Glob Bus Org Exc

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“…Additionally, only a few studies have found the impact of anticipatory guilt (Adomaviciute, 2016; Xu, 2022) on the intention to purchase a cause‐related product. In order to test the fluency of the proposed model, and for the validation of earlier findings, we develop the hypothesis:H6 Guilt has a positive impact on the intention to purchase cause‐related products.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Does the intention to purchase cause‐related products compared to charity donations indicate higher morality?

Adomavičiūtė

Urbonavičius

2023

Journal of Philanthropy and Marketing

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The growing competition among charity organizations provides individuals with a wide selection of ways how to support specific social causes. Donations to charity and purchase of cause‐related products are two forms of pro‐social behaviors that receive the most attention from researchers and practitioners. Though their aim (to help others) and many characteristics of campaigns are similar, usually these behaviors and factors affecting them are studied separately, using different theoretical backgrounds. This paper aims to investigate these two behaviors together on the basis of identity theory and analyze how moral identity and moral emotions impact them. Based on a survey of 571 respondents, SEM analysis disclosed the positive impact of the moral identity dimension internalization on the intention to purchase cause‐related products (a private prosocial act), whereas the impact of the symbolization dimension on the intention to donate (a public prosocial act) was not revealed. The results also show that purchase intentions of a cause‐related product are influenced by empathy, while donation intentions are influenced by guilt. The results indicate that although both behaviors can be explained using the same theoretical background (identity theory), the factors triggering them vary. Additionally, this study proposes several implications for non‐profit organizations and cause‐related marketing campaigns on how to make charity advertisements more appealing and increase consumers' direct and indirect donations.

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“…Negatively framed advertising is more likely to increase donation behaviour among people with a higher level of involvement with the cause than positively framed advertising. as sympathy (Choi (David) et al, 2016;Homer, 2021), guilt (Chen & Moosmayer, 2020;Randle et al, 2016;Xu, 2021) and/or message framing (Cao, 2016;Jacobson et al, 2019;Xu & Huang, 2020).…”

Section: Involvement With the Causementioning

confidence: 99%

“…The most frequent research approaches to NPO advertising are based on traditional research methodologies that use declarative techniques, such as surveys, focus groups or interviews (Cao & Jia, 2017; Septianto & Paramita, 2021; Xu, 2021; Zhang et al, 2019). However, these techniques can be subjective because they rely on self‐reports, making interpretation difficult or biased (Gountas et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

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Impact of emotional appeal on non‐profit advertising: A neurophysiological analysis

Sandoval

García‐Madariaga

2023

J of Consumer Behaviour

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The number of Non‐Profit Organisations (NPOs) has increased in the past years, and they rely on advertising to communicate their causes. Although the effectiveness of NPO advertising has been studied previously, there is still no consensus about which appeal (emotionally positive or negative) increases its effectiveness. On the other hand, the most prevalent research approaches to NPO advertising are traditional research methodologies based on declarative techniques. So, the purpose of this study is to identify which appeal (positive or negative) in NPO advertising is more effective at the three levels of effectiveness (perceptual or communicational effectiveness, psychological or attitudinal effectiveness and behavioural effectiveness), providing a new approach based on the analysis of consumers' unconscious responses to advertising. We conducted an experiment with 113 participants whose neurophysiological responses were evaluated through electroencephalogram (EEG) and eye tracking (ET) while they watched NPO advertisements with a randomly assigned emotional appeal (positive or negative). In addition, a survey revealed behavioural responses. The results showed that considering the psychological or attitudinal effectiveness, positively framed ads are more effective, as there is a positive effect on attitudes towards the ad and a higher positive emotional valence. On the other hand, in perceptual effectiveness, where attention is considered an important variable, the negatively framed ads showed more significant time in the area of interest (AOI) of the image area of the ad, and longer time in the AOI text was observed for positively framed ads. Furthermore, regarding behavioural effectiveness, negatively framed ads seem more effective in eliciting actual donations. The results suggest that a positive appeal is more effective in generating a more positive attitude and a positive emotional valence towards the advertisement, which could benefit the NPO in the long term. But a negative appeal is more effective if the goal is to achieve immediate donations.

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The impact of guilt and shame in charity advertising: The role of self‐construal

Cited by 11 publications

References 63 publications

How consumers in different cultural backgrounds prefer advertising in green ads through Hofstede's cultural lens? A cross‐cultural study

How consumers in different cultural backgrounds prefer advertising in green ads through Hofstede's cultural lens? A cross‐cultural study

Does the intention to purchase cause‐related products compared to charity donations indicate higher morality?

Impact of emotional appeal on non‐profit advertising: A neurophysiological analysis

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