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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS

Who Do We Help? How Schwartz Values Influence Responses to Different Frames in Charity Appeals

Author(s): Nathalie Dens, Patrick De Pelsmacker, Sarah De Meulenaer

Citation: Nathalie Dens, Patrick De Pelsmacker, Sarah De Meulenaer, (2017) "Who Do We Help? How Schwartz Values Influence Responses to Different Frames in Charity Appeals," Journal of Marketing Development and Competitiveness, Vol. 11, Iss. 4,  pp. 131-144

Article Type: Research paper

Publisher: North American Business Press

Abstract:

We investigate the effect of two framing techniques in a charity appeal, singularity of the advertising model(s) (single model vs. group) and model group belonging (in-group vs. out-group). Importantly, we examine how Schwartz values (i.e., conservation, self-enhancement, openness-to-change, hedonism, universalism, and benevolence) moderate the differences in attitude toward the charity, interest in additional information about the charity and intention to donate money to the charity). Based on an experiment (n = 172), in-group bias is enhanced by self-enhancement. The preference for individuals over groups in charity appeals is enhanced by self-enhancement and hedonism, and reduced by conservation and benevolence.