The 'I' of the beholder: How gender differences and self-referencing influence charity advertising

This research investigates gender differences in terms of the response to altruistic and egoistic charitable appeals, and demonstrates how self-referencing can influence advertising processing under different message frames.

The 'I' of the beholder: How gender differences and self-referencing influence charity advertising

Chun-Tuan Chang and Yu-Kang Lee

National Sun Yat-sen University

Introduction

Charitable donation has always been accounted as a vital funding source to the development of non-profit organisations (NPOs). Among all sources of giving, individual giving is always the largest component of charitable contributions. In the US, for instance, it accounted for over 70% in 2008 (Giving USA Foundation 2009). Thus, how to maximise giving responses from private individuals is an important subject with regard to charity advertising, especially when fundraising competition among NPOs is fierce...

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