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Should donation ads include happy victim images? The moderating role of regulatory focus

Author

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  • Yael Zemack-Rugar

    (University of Central Florida)

  • Sona Klucarova-Travani

    (University of Central Florida)

Abstract

We examine how victim imagery interacts with ad messaging’s regulatory focus to determine the effectiveness of donation appeals. We predict and show that ads that combine a happy victim image with a promotion-focused message uniquely increase donation intentions. We demonstrate that this occurs because the combination of promotion-focused messaging, which makes gain goals salient, and a happy victim image, which signals gains are occurring, increases consumers’ perceived response efficacy. Four studies test the interaction of victim imagery and regulatory focus showing the predicted effect. We also test the mediating role of perceived response efficacy and rule out several alternative explanations. Our findings extend prior work which has overlooked the interactive effects of victim imagery and ad messaging and the effects of victim imagery on perceived response efficacy. By exploring these dimensions, we offer marketers and consumers guidance on how to construct effective fundraising ads.

Suggested Citation

  • Yael Zemack-Rugar & Sona Klucarova-Travani, 2018. "Should donation ads include happy victim images? The moderating role of regulatory focus," Marketing Letters, Springer, vol. 29(4), pages 421-434, December.
    • Handle: RePEc:kap:mktlet:v:29:y:2018:i:4:d:10.1007_s11002-018-9471-8
    DOI: 10.1007/s11002-018-9471-8
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    References listed on IDEAS

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    1. Ryuhei Ueda & Kana Kuraguchi & Hiroshi Ashida, 2016. "Asymmetric Effect of Expression Intensity on Evaluations of Facial Attractiveness," SAGE Open, , vol. 6(4), pages 21582440166, November.
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    Cited by:

    1. Jesús García-Madariaga & Pamela Simón Sandoval & Ingrit Moya Burgos, 2024. "How brand familiarity influences advertising effectiveness of non-profit organizations," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 21(2), pages 279-293, June.
    2. Tajvarpour, Mohammad Hossein & Pujari, Devashish, 2022. "The influence of narrative description on the success of crowdfunding campaigns: The moderating role of quality signals," Journal of Business Research, Elsevier, vol. 149(C), pages 123-138.
    3. Felix Septianto & Widya Paramita, 2021. "Sad but smiling? How the combination of happy victim images and sad message appeals increase prosocial behavior," Marketing Letters, Springer, vol. 32(1), pages 91-110, March.
    4. Tejaswi Patil & Zillur Rahman, 2023. "Mapping the Cause-Related Marketing (CRM) field: document co-citation and bibliographic coupling approach," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 491-520, June.
    5. Yunjeong Ahn & Jieun Lee, 2021. "The Role of Anthropomorphic Messengers in Sustainable Participatory Corporate Social Responsibility: Focusing on Messenger’s Facial Expression and Participation Effort," Sustainability, MDPI, vol. 13(8), pages 1-13, April.
    6. Septianto, Felix, 2020. "Do past scandals influence the present performance? The moderating role of consumer mindset," Journal of Business Research, Elsevier, vol. 106(C), pages 75-81.
    7. 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).

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