Framing Advertisements to Elicit Positive Emotions and Attract Foster Carers: An Investigation Into the Effects of Advertising on High-Cognitive-Elaboration Donations

Advertisements that elicit negative emotions (e.g., guilt) have been found effective in prompting socially desirable behaviors, such as making monetary donations to charity.

Framing Advertisements to Elicit Positive Emotions and Attract Foster Carers: An Investigation Into the Effects of Advertising on High-Cognitive-Elaboration Donations

Melanie Randle and Leonie Miller

University of Wollongong

Joanna Stirling

School of Arts, English and Media, University of Wollongong

Sara Dolnicar

School of Tourism, University of Queensland

MANAGEMENT SLANT

  • It is unclear whether findings from advertising studies in other behavioral contexts apply to foster care and - more generally - to the context of high-cognitive-elaboration donations.
  • Guilt - a negative emotion shown to be highly effective in eliciting monetary donations - had no impact on reaction to the...

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