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:	Institutes and Academies > Institute of Management and Health > Business, Finance and Management
Depositing User:	Antje Cockrill
Date Deposited:	31 Aug 2017 12:21
Last Modified:	11 Sep 2024 17:00
URI:	https://repository.uwtsd.ac.uk/id/eprint/551

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