The earlier findings of this research were presented at the conference of European Association of Consumer Research and at the annual meeting of the Association of Consumer Research. The authors thank the conference audience and the reviewers for their valuable comments and suggestions. The authors also appreciate the financial support of the National Science Council, Republic of China.
Framing Charity Advertising: Influences of Message Framing, Image Valence, and Temporal Framing on a Charitable Appeal1
Version of Record online: 9 DEC 2009
© 2009 Copyright the Authors. Journal compilation © 2009 Wiley Periodicals, Inc.
Journal of Applied Social Psychology
Volume 39, Issue 12, pages 2910–2935, December 2009
How to Cite
Chang, C.-T. and Lee, Y.-K. (2009), Framing Charity Advertising: Influences of Message Framing, Image Valence, and Temporal Framing on a Charitable Appeal. Journal of Applied Social Psychology, 39: 2910–2935. doi: 10.1111/j.1559-1816.2009.00555.x
- Issue online: 9 DEC 2009
- Version of Record online: 9 DEC 2009
This study examined when and how charitable advertisements could be effective in the context of child poverty. An experiment investigated the influences of message framing, image valence, and temporal framing on a charitable appeal. The results indicate that image valence enhances framing effects on advertising effectiveness of a charitable appeal when the image is congruent with the framed message, especially when the image and the message are presented negatively. A short-term temporal frame facilitates effects of a negatively framed message with a negative pictorial presentation. Alternatively, a long-term temporal frame increases advertising influences of a positively framed message with a positive pictorial image. Relevance for information processing of charity advertising is discussed.