|| In daily life, ads sponsored by of different charity campaigns can be seen everywhere. Charitable promotion includes purchase-receipt donation, monetary donation, volunteering and material donation. More and more charity organizations make good use of advertising to arouse consumer attitudes and behavioral intentions. Previous research focuses on the motivation of helping behavior and gender difference in charity advertising. This research examines the different self-construals and considers two moderators related to advertising presentation: construal level and message framing.|
The present study uses experimental design to investigate the advertising effects of people’s self-construal (independent vs. interdependent), construal level (high vs. low), and message framing (gain vs. loss). Thus, 2×2×2 factorial design is conducted. The ad effects are measured by attitudes toward the charity and intentions to donate to observe the response under eight different and fictitious scenarios.
The results indicate that, participants who are primed as interdependent self-construal are more likely to be influenced by a charity ad than those primed as independent self-construal. When participants are primed to be self-independent, a gain-framed message is more effective than a loss-framed one. When considering both construal level and message framing, we find that when consumers are primed as interdependent self-construal, a loss-framed message along with low construal level is more likely to enhance participants’ behavior intention than that along with high construal level. According to these findings, this study suggests that marketer should consider not only the consumer self-construal but also construal level and message framing in order to enhance advertising persuasion.