The present research examines how a combination of a happy (vs. sad) victim image and a strong sad message appeal can promote prosocial behavior. The underlying reason is that consumers can more easily see how their help can positively change the victim’s situation (i.e., high levels of perceived outcome efficacy). This research tests these predictions across four experimental studies, involving volunteering behavior (study 1) and donation allocations (studies 2–4) across two different markets (Indonesia and the USA). We address the challenge charities face to represent the victims in a good light while at the same time showing their “need” to potential donors. These findings provide advice to marketers and consumers on how to develop effective charitable advertising strategies by combining a happy victim image and a strong sad message appeal.

本研究研究了幸福的（相对于悲伤的）受害者形象和强烈的悲伤信息诉求的组合如何促进亲社会行为。根本原因是，消费者可以更容易地看到他们的帮助如何能够积极改变受害者的处境（即，高水平的感知结果效力）。本研究在四个实验研究中测试了这些预测，涉及两个不同市场（印度尼西亚和美国）的志愿行为（研究1）和捐赠分配（研究2-4）。我们应对慈善机构面对的挑战，以良好的姿态代表受害者，同时向潜在的捐助者表明他们的“需求”。这些发现为营销人员和消费者提供了有关如何通过结合快乐的受害者形象和强烈的悲伤信息吸引力来制定有效的慈善广告策略的建议。