| Autor: |
Hyun Seung Jin, Hyoje Jay Kim, Jaebeom Suh, Ben Sheehan, Meeds, Robert |
| Předmět: |
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| Zdroj: |
Journal of Advertising; Aug/Sep2021, Vol. 50 Issue 4, p479-493, 15p, 1 Diagram, 3 Graphs |
| Abstrakt: |
This research investigates the interaction between ego depletion (a state of reduced selfregulatory resources) and different types of charitable message appeals upon subsequent charitable support. Three experiments compare the time donation intent and actual monetary donations of depleted (vs. non-depleted) individuals who have been exposed to either a self-benefit message, highlighting the gains to be accrued to donors themselves, or an other-benefit message which focuses on the welfare of beneficiaries. The results show that when people are depleted, self-benefit messages are more effective than other-benefit messages in generating charitable support. When people are not depleted, the opposite pattern is observed. It appears that generosity among depleted people is self-seeking. As a processing mechanism, we show that depleted individuals perceive self-benefit messages as more appealing than the other-benefit messages. This research demonstrates that charities can maximize donations by advertising other-benefit messages in the morning and then selfbenefit messages in the evening, given that depletion occurs naturally over the course of the day. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
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