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Framing advertisements to elicit positive emotions and attract foster carers: An investigation of high cognitive elaboration donations

Journal Article


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Abstract


  • Advertisements that elicit negative emotions (e.g., guilt) have been found effective in prompting socially desirable behaviors, such as making monetary donations to charity. This study investigates whether this principle generalizes to a specific case of high-cognitive-elaboration donations: fostering a child. Results from an advertising experiment conducted with 470 respondents indicate that this is not the case. Rather, positive emotions caused stronger reactions to the advertisements, with processing motivation and preexisting attitudes playing a critical role. Implications for marketing foster care—and possibly other, similar high-cognitive-elaboration donations—include that ongoing communication and elicitation of positive emotions is essential to first form the right processing motivations and attitudes, which then more likely will lead to behavioral change on later advertising exposures.

Publication Date


  • 2016

Citation


  • Randle, M., Miller, L., Stirling, J. & Dolnicar, S. (2016). Framing advertisements to elicit positive emotions and attract foster carers: An investigation of high cognitive elaboration donations. Journal of Advertising Research, 56 (4), 456-469.

Scopus Eid


  • 2-s2.0-85006306803

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=2006&context=buspapers

Number Of Pages


  • 13

Start Page


  • 456

End Page


  • 469

Volume


  • 56

Issue


  • 4

Abstract


  • Advertisements that elicit negative emotions (e.g., guilt) have been found effective in prompting socially desirable behaviors, such as making monetary donations to charity. This study investigates whether this principle generalizes to a specific case of high-cognitive-elaboration donations: fostering a child. Results from an advertising experiment conducted with 470 respondents indicate that this is not the case. Rather, positive emotions caused stronger reactions to the advertisements, with processing motivation and preexisting attitudes playing a critical role. Implications for marketing foster care—and possibly other, similar high-cognitive-elaboration donations—include that ongoing communication and elicitation of positive emotions is essential to first form the right processing motivations and attitudes, which then more likely will lead to behavioral change on later advertising exposures.

Publication Date


  • 2016

Citation


  • Randle, M., Miller, L., Stirling, J. & Dolnicar, S. (2016). Framing advertisements to elicit positive emotions and attract foster carers: An investigation of high cognitive elaboration donations. Journal of Advertising Research, 56 (4), 456-469.

Scopus Eid


  • 2-s2.0-85006306803

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=2006&context=buspapers

Number Of Pages


  • 13

Start Page


  • 456

End Page


  • 469

Volume


  • 56

Issue


  • 4