Shocking people into action – does it still work? An empirical analysis of emotional appeals in charity advertising

Cockrill, Antje and Parsonage, Isobel (2016) Shocking people into action – does it still work? An empirical analysis of emotional appeals in charity advertising. Journal of Advertising Research, 56 (4). pp. 401-413. ISSN 0021-8499

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Abstract

How effective is shock advertising for charities? To address this question, an experimental research design based on a cross-sectional sample of three groups of adults was used. Respondents were exposed to either an advert using a shock, neutral or positive emotional appeal. All advertisements were for the same charity. The questionnaire explored the emotional effect of the advertisements on four behavioral intentions variables; the intention to donate to the charity, to volunteer for the charity, to agree to the charitable cause and to talk about the advert with family/friends. Key findings include that shock advertising does still work, but not by shocking. Surprise, interest and compassion are key emotions when it comes to engaging with a charity

Item Type: Article
Uncontrolled Keywords: Advertising, marketing, charities.
Subjects: B Philosophy. Psychology. Religion > BF Psychology
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculties > Faculty of Business and Management
Depositing User: Antje Cockrill
Date Deposited: 31 Aug 2017 12:21
Last Modified: 31 Aug 2017 12:21
URI: http://repository.uwtsd.ac.uk/id/eprint/551

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