ABSTRACT

We investigate the effect of model ethnicity (in-group vs. out-group) in a charity appeal and how this interacts with the scope of the charity (local vs. global) on message recipients’ attitude toward and intention to donate money to the charity. We also test the mediating role of the perceived trustworthiness of the models in the appeal and ad skepticism. In a controlled experiment, we exposed Caucasian (French, n = 201) and Indian (n = 194) respondents to a group of Caucasian or Indian models for either a local or a global charity. Models of the same ethnicity as the message recipient (in-group) lead to more positive responses for a local charity, while models of a different ethnicity than the message recipient (out-group) lead to more positive responses for a global charity. As expected, these effects are mediated by the perceived model trustworthiness and ad skepticism.

摘要

我们调查了模范种族（群体内与外群体）在慈善呼吁中的影响，以及这如何与慈善活动的范围（本地与全球）相互作用，对信息接收者的态度和向慈善机构捐款的意愿产生影响。慈善机构。我们还测试了模型的感知可信度在吸引力和广告怀疑中的中介作用。在一项对照实验中，我们让高加索人（法国人，n = 201）和印度人（n = 194）的受访者接触了当地或全球慈善机构的一组高加索人或印度人模特。与信息接收者（组内）相同种族的模型会为当地慈善机构带来更积极的反应，而与信息接收者（组外）不同种族的模型会为全球慈善机构带来更积极的反应。正如预期的那样，