Effects of message framing, vividness congruency and statistical framing on responses to charity advertising

Chun-Tuan Chang and Yu-Kang Lee

Having recognised the growing importance of charitable donation and sophisticated advertising techniques in charity advertising, this study examines message framing, vividness congruency and statistical framing in promoting charitable donations.

Effects of message framing, vividness congruency and statistical framing on responses to charity advertising

Chun-Tuan Chang and Yu-Kang Lee

National Sun Yat-sen University

Introduction

In the past, welfare services were mostly delivered by governmental agencies,...

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