Sad but smiling? How the combination of happy victim images and sad message appeals increase prosocial behavior

Felix Septianto () and Widya Paramita ()
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Felix Septianto: University of Queensland
Widya Paramita: Gadjah Mada University

Marketing Letters, 2021, vol. 32, issue 1, No 7, 110 pages

Abstract: Abstract The present research examines how a combination of a happy (vs. sad) victim image and a strong sad message appeal can promote prosocial behavior. The underlying reason is that consumers can more easily see how their help can positively change the victim’s situation (i.e., high levels of perceived outcome efficacy). This research tests these predictions across four experimental studies, involving volunteering behavior (study 1) and donation allocations (studies 2–4) across two different markets (Indonesia and the USA). We address the challenge charities face to represent the victims in a good light while at the same time showing their “need” to potential donors. These findings provide advice to marketers and consumers on how to develop effective charitable advertising strategies by combining a happy victim image and a strong sad message appeal.

Keywords: Victim image; Mixed appeals; Outcome efficacy; Prosocial (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:kap:mktlet:v:32:y:2021:i:1:d:10.1007_s11002-020-09553-5

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DOI: 10.1007/s11002-020-09553-5

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