Sad but smiling? How the combination of happy victim images and sad message appeals increase prosocial behavior

被引：22

作者：

Septianto, Felix ^{[1
,2
]}

Paramita, Widya ^{[3
]}

机构：

[1] Univ Queensland, UQ Business Sch, 39 Blair Dr, St Lucia, Qld 4067, Australia

[2] Univ Auckland, Dept Mkt, 12 Grafton Rd, Auckland 1010, New Zealand

[3] Gadjah Mada Univ, Fac Econ & Business, Jalan Sosiohumaniora 1, Bulaksumur 55281, Yogyakarta, Indonesia

来源：

MARKETING LETTERS | 2021年 / 32卷 / 01期

关键词：

Victim image; Mixed appeals; Outcome efficacy; Prosocial; MODERATING ROLE; EMOTIONS; EXPRESSION; IMPACT;

D O I：

10.1007/s11002-020-09553-5

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The present research examines how a combination of a happy (vs. sad) victim image and a strong sad message appeal can promote prosocial behavior. The underlying reason is that consumers can more easily see how their help can positively change the victim's situation (i.e., high levels of perceived outcome efficacy). This research tests these predictions across four experimental studies, involving volunteering behavior (study 1) and donation allocations (studies 2-4) across two different markets (Indonesia and the USA). We address the challenge charities face to represent the victims in a good light while at the same time showing their "need" to potential donors. These findings provide advice to marketers and consumers on how to develop effective charitable advertising strategies by combining a happy victim image and a strong sad message appeal.

引用

页码：91 / 110

页数：20