An exploratory study on the effect of positive (warmth appeal) and negative (guilt appeal) print imagery on donation behaviour in animal welfare

Authors

M. Haynes, University of Wollongong
Jennifer Thornton, University of WollongongFollow
Sandra C. Jones, University of WollongongFollow

RIS ID

10933

Publication Details

This conference paper was originally published as Haynes, M, Thornton, J and Jones, SC, An exploratory study on the effect of positive (warmth appeal) and negative (guilt appeal) print imagery on donation behaviour in animal welfarein Wiley, J (ed), Proceedings of the Marketing Accountabilities and Responsibilities: ANZMAC 2004 Conference, School of Marketing and International Business, Victoria University of Wellington, New Zealand, 29 November - 1 December 2004.

Abstract

Very few studies in social marketing empirically compare the effectiveness of positive and negative appeals. This study examines the effect of positive (warmth appeal) and negative (guilt appeal) print imagery on donation behaviour to an animal welfare organisation. A quasiexperimental design was used to test the appeals, using a convenience sample of 282 university students, with each experimental group being exposed to only one type of appeal. The results indicated that negative imagery which evoked guilt was more effective than positive imagery which evoked warmth, on intention to donate money and time to the animal welfare organisation.