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Erschienen in:
2016 | OriginalPaper | Buchkapitel
Pity in Charity Advertisements: The Effects of Sympathy, Control Attributions, and Identification with the Victim
verfasst von : Renaud Lunardo, Valery Bezençon
Erschienen in: Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?
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Abstract
While practitioners frequently present people in distress to induce pity in fundraising campaigns, no research to date has examined the potential efficiency of ads that aim to induce the emotion of pity to increase charitable behavior. Thus, knowing whether—and understanding how—pity can lead people to give (more) money to charities appears of particular importance. In this chapter, we thus start by providing a clear conceptualization of pity and reviewing the various existing research on charitable behavior that may explain how pity-inducing advertisements can influence charitable behavior. We then tackle the question of the efficiency of pity-inducing ads through two experiments.