A Group of Crying Victims Deserve More Money? Effects of Victim Image, Facial Expression and Victim Identifiability in Charity Advertising
We examine how victim image and facial expression in charity advertising affect people’ giving behavior. Experiments show that multiple happy-faced victims or one single sad- faced victim increases giving behaviors. Entitativity enhances the effects of happy-faced victims. Victim identifiability reduces the interactive effect of victim image and facial expression.
Citation:
Hsiao-Ching Lee, Chun-Tuan Chang, Chia-Han Chang, and Jia-Ling Li (2021) ,"A Group of Crying Victims Deserve More Money? Effects of Victim Image, Facial Expression and Victim Identifiability in Charity Advertising", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 923-923.
Authors
Hsiao-Ching Lee, National Kaohsiung University of Science and Technology
Chun-Tuan Chang, National Sun Yat-sen University
Chia-Han Chang, National Sun Yat-sen University
Jia-Ling Li, Liudui Hakka Cultural Park
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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