An exploratory study on the effect of positive (warmth appeal) and negative (guilt appeal) print imagery on donation behavior in animal welfare
Haynes, Marcus, Thornton, Jennifer and Jones, Sandra C.. (2004). An exploratory study on the effect of positive (warmth appeal) and negative (guilt appeal) print imagery on donation behavior in animal welfare. Australian and New Zealand Marketing Academy (ANZMAC) Conference 2004. Victoria University, Wellington, New Zealand 29 Nov - 01 Dec 2004 Wellington, New Zealand: Australian and New Zealand Marketing Academy.
|Authors||Haynes, Marcus, Thornton, Jennifer and Jones, Sandra C.|
Very few studies in social marketing empirically compare the effectiveness of positive and negative appeals. This study examines the effect of positive (warmth appeal) and negative (guilt appeal) print imagery on donation behaviour to an animal welfare organisation. A quasiexperimental design was used to test the appeals, using a convenience sample of 282 university students, with each experimental group being exposed to only one type of appeal. The results indicated that negative imagery which evoked guilt was more effective than positive imagery which evoked warmth, on intention to donate money and time to the animal welfare organisation.
|Keywords||guilt appeals; warmth appeals; donation behaviour; animal welfare|
|Publisher||Australian and New Zealand Marketing Academy|
|Open access||Open access|
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|Book title||Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference 2004|
|Web address (URL) of conference proceedings||https://webarchive.nla.gov.au/awa/20080223010515/http://pandora.nla.gov.au/pan/25410/20050805-0000/22.214.171.124_8081/WWW/ANZMAC2004/CDsite/authors.html|
|Research Group||Centre for Health and Social Research|
|Place of publication||Wellington, New Zealand|
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