Time or Money? The Influence of Warm and Competent Appeals on Donation Intentions

Yong Zhang, Chuling Lin and Jialing Yang
Additional contact information
Yong Zhang: School of Management, Jinan University, Guangzhou 510632, China
Chuling Lin: School of Management, Jinan University, Guangzhou 510632, China
Jialing Yang: School of Management, Jinan University, Guangzhou 510632, China

Sustainability, 2019, vol. 11, issue 22, 1-17

Abstract: Charitable donations are important for healthy functioning and the sustainable development of our society. Individuals are making great contributions by donating their money or volunteering their time. Previous studies have discussed advertising strategies to promote either money or time donation. However, few have focused on money and time donation in one study or compared the effectiveness of advertising strategies to promote different types of donations. To promote an individual’s participation, this paper explores the role of advertising appeals in donation intentions. From the perspective of social cognition, this paper examines the influence of warm and competent advertising appeals on an individual’s donation intentions of time and money based on trait activation theory, revealing the underlying mechanisms. The results show that under the warm advertising appeal conditions, individuals are more willing to donate time due to the mediating role played by social connectedness. In contrast, under the competent advertising appeal conditions, individuals are more willing to donate money due to the mediating role played by competitive orientation. The implications and limitations are also discussed in this paper.

Keywords: advertising appeal; donation intention; social connectedness; competitive orientation (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

Downloads: (external link)
https://www.mdpi.com/2071-1050/11/22/6228/pdf (application/pdf)
https://www.mdpi.com/2071-1050/11/22/6228/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:11:y:2019:i:22:p:6228-:d:284359

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().