Charitable appeals in money-related contexts: self-affirmation attenuates negative responses to charitable appeals

StatusPost-Print
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Authors
Park, Ji Kyung
Gąsiorowska, Agata
Kim, Hakkyun
Monograph
Monograph (alternative title)
Date
Publisher
Journal title
International Journal of Advertising
Issue
Volume
Pages
Pages
1-33
DOI
ISSN
0265-0487
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Weblink
Access date
2028-04-27
Abstract PL
Abstract EN
Prior research has shown that contextual cues surrounding ad exposure can influence how consumers process, evaluate, and respond to advertisements. Across three studies, we demonstrate that money-related contexts (which heighten a more self-focused orientation) reduce favourable responses to charitable appeals that emphasize concern for others. Specifically, money-related contexts ranging from a money-themed screensaver (Study 1) to exposure to money-related online news content (Study 2) and a broader money-related online browsing environment (Study 3) negatively influence responses to charitable appeals, including empathy toward people in need, attitudes toward the charitable appeal, and donation intentions. Importantly, we show that self-affirmation—whether experimentally induced (Study 1) or measured (Studies 2 and 3)—attenuates these effects. These findings contribute to research on charitable giving by identifying self-affirmation as an important boundary condition that shapes the extent to which money-related contexts undermine responses to charitable appeals.
Abstract other
Keywords PL
Keywords EN
Money Cues
Charitable Appeals
Empathy
Self-Affirmation
Keywords other
Sustainable Development Goals
SDG 3. Good Health and Well-being ,
SDG 1. No Poverty ,
SDG 10. Reduced Inequalities
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URI
https://share.swps.edu.pl/handle/swps/2697
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cc-by-nc
Except as otherwise noted, this item is licensed under the Attribution-NonCommercial licence | Permitted use of copyrighted works
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Grant/project name
Badania nad pieniędzmi jako zasobem psychologicznym używanym w samoregulacji
Grant number
2013/11/B/HS6/01316
BST/WROC/2015/A/3
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