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Facial expressions of beneficiaries and donation intentions of potential donors: Effects of the number of beneficiaries in charity advertising

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  • Li, Meng-Ran
  • Yin, Cheng-Yue

Abstract

To increase the donation intentions of potential donors, many charities include pictures of beneficiaries in their ads, but there have been no consistent findings on how to effectively use features such as the facial expressions of beneficiaries. This study found that there was an interaction effect between facial expressions and the number of beneficiaries that influenced donation intentions. When charity ads used sad-faced beneficiaries, displaying a single beneficiary more effectively increased donation intentions than displaying multiple beneficiaries. However, when charity ads included happy-faced beneficiaries, displaying multiple beneficiaries was more effective than displaying a single beneficiary. Furthermore, the interaction effect between facial expressions and the number of beneficiaries was mediated by the perceived efficacy of a donation. In addition, this study found that for charity ads that used happy-faced beneficiaries, the relationship between the number of beneficiaries and donation intentions presented an inverted U-shaped.

Suggested Citation

  • Li, Meng-Ran & Yin, Cheng-Yue, 2022. "Facial expressions of beneficiaries and donation intentions of potential donors: Effects of the number of beneficiaries in charity advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    • Handle: RePEc:eee:joreco:v:66:y:2022:i:c:s096969892200008x
    DOI: 10.1016/j.jretconser.2022.102915
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    References listed on IDEAS

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    3. Zheng, Chundong & Qian, Fangyuan & Song, Jiehang & Wang, Han, 2024. "Make the photo in good shape: The matching effect of photo shapes and donation appeals on donation intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    4. Han Wang & Chundong Zheng & Jiehang Song & Yanru Tang, 2024. "Rendering misery or selling hope? The mechanism of imagery contrast effect in charitable appeal," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 21(4), pages 1081-1098, December.
    5. Bataoui, Soffien & Boch, Emmanuelle, 2023. "The role of socially rich photos in generating favorable donation behavior on charity websites," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    6. Yoo, Jenny Jeongeun & Song, Sangyoung & Jhang, Jihoon, 2022. "Overhead aversion and facial expressions in crowdfunding," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).

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