When Imagining Oneself As the Victim Is Not Always Beneficial: the Impact of Differences in Perspectives on Effectiveness of Charitable Advertisements
Effectiveness of charitable appeals that describe situation confronting beneficiaries (e.g. victims of plight) might depend on the ease with which ad audiences process information of these appeals. This paper investigates the interactive impact of perspectives that people take to process charitable appeals, and vividness of information described on effectiveness of these appeals. We show that increasing vividness of information about beneficiaries increased their likelihood to help and actual monetary donation when participants took a beneficiary-perspective; but decreased these effects when participants took a donor-perspective to process the appeal. Evidence suggests that these effects are mediated by ease of processing.
Iris W. Hung and Robert S. Wyer (2011) ,"When Imagining Oneself As the Victim Is Not Always Beneficial: the Impact of Differences in Perspectives on Effectiveness of Charitable Advertisements ", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 514.
Iris W. Hung, National University of Singapore
Robert S. Wyer, University of Illinois, USA
E - European Advances in Consumer Research Volume 9 | 2011
B6. A Study About the Moderator Effect of the Information Trust in the Relationships Between the Users´ Participation in Virtual Communities and the Benefits Obtained.
Sara Campo, Autonomous University of Madrid
Jano Jiménez, Autonomous University of Madrid
Natalia Rubio, Universidad Autónoma of Madrid
Nieves Villaseñor, Universidad Autónoma of Madrid
Mªjesus Yague, Universidad Autónoma of Madrid
C11. More of a Bad Thing: How Consumers Ignore Pollutant Levels in Healthiness Assessment
Aner Tal, Ono Academic College (OAC)
Yaniv Gvili, Ono Academic College (OAC)
Moty Amar, Ono Academic College (OAC)
When do More Options Produce Worse Choice?
Shannon Duncan, Columbia University, USA
Ulf Bockenholt, Northwestern University, USA
Eric J Johnson, Columbia University, USA