Abstract
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.
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Notes
We note that while Studies 2 and 3 revealed significant main effects of message appeal, Studies 1 and 4 did not show such effects. These differences might be influenced by different factors, such as the nature of time (Study 1) versus money contributions (Studies 2 and 3; Liu et al. 2013). Study 4 also used different emotional messages (inspiration vs. sadness) that might further influence the presence of a main effect.
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Appendix
Appendix
1.1 No Smile – Low Sadness (Studies 1 and 3)
Pat was born in January 2010. She was born with a serious disability: missing the part of the legs below knees.
Donate to UNICEF and change Pat’s life for the better!
1.2 No Smile – High Sadness (Studies 1 and 3)
Pat was born in January 2010. She was born with a serious disability: missing the part of the legs below knees. Because of this disability, she had no choice but staying on bed by himself day after day from his infancy. By her school age, her family has exhausted their financial resources to care for her disability and the parents themselves also had chronic illness, making it very difficult for the whole family to make a living. When she sees other children of her age going to school each day, she is very sad and does not know where her future is.
Donate to UNICEF and change Pat’s life for the better!
1.3 No Smile – Low Sadness (Studies 1 and 3)
Pat was born in January 2010. She was born with a serious disability: missing the part of the legs below knees.
Donate to UNICEF and change Pat’s life for the better!
1.4 No Smile – High Sadness (Studies 1 and 3)
Pat was born in January 2010. She was born with a serious disability: missing the part of the legs below knees. Because of this disability, she had no choice but staying on bed by himself day after day from his infancy. By her school age, her family has exhausted their financial resources to care for her disability and the parents themselves also had chronic illness, making it very difficult for the whole family to make a living. When she sees other children of her age going to school each day, she is very sad and does not know where her future is.
Donate to UNICEF and change Pat’s life for the better!
1.5 No Smile – Low Sadness (Study 2)
Two years ago, Rini was diagnosed with a severe form of leukemia. Donate to KAGAMA and change Rini’s life for the better!
1.6 No Smile – High Sadness (Study 2)
Two years ago, Rini was diagnosed with a severe form of leukemia. Because of repeated bleeding, the young girl not only developed arthropathy in her joints, her hands and feet also began to become disabled. Her family has spent all of their savings to treat the disease and her parents themselves also suffer from chronic illnesses. The whole family is now homeless, struggling for life. Seeing other girls’ happy and healthy life, she is very sad, and wonders when her illness can be cured so that she can live a healthy life as other girls. Donate to KAGAMA and change Rini’s life for the better!
1.7 Smile – Low Sadness (Study 2)
Two years ago, Rini was diagnosed with a severe form of leukemia. Donate to KAGAMA and change Rini’s life for the better! Donate to KAGAMA and change Rini’s life for the better!
1.8 Smile – High Sadness (Study 2)
Two years ago, Rini was diagnosed with a severe form of leukemia. Because of repeated bleeding, the young girl not only developed arthropathy in her joints, her hands and feet also began to become disabled. Her family has spent all of their savings to treat the disease and her parents themselves also suffer from chronic illnesses. The whole family is now homeless, struggling for life. Seeing other girls’ happy and healthy life, she is very sad, and wonders when her illness can be cured so that she can live a healthy life as other girls. Donate to KAGAMA and change Rini’s life for the better!
1.9 No Smile – High Sadness (Study 3)
Jim was born in January 2010. When he was two years old, he was diagnosed with a severe form of leukemia. Because of repeated bleeding, the young boy not only developed arthropathy in his joints, his hands and feet also began to become disabled. His family has spent all of their savings to treat the disease and his parents themselves also suffer from chronic illnesses. The whole family is now homeless sleeping on the street, struggling for life. Jim and his parents shelter themselves under a pedestrian crossing bridge and live on leftovers from the garbage bins of restaurants. Seeing other children’s happy and healthy life, he is very sad, and wonders when his illness can be cured so that he can live a healthy life as other children.
1.10 No Smile – High Inspiration (Study 3)
Jim was born in January 2010. When he was two years old, he was diagnosed with a severe form of leukemia. But he has been a very sensible boy since a young age and stays strong in adversity. He also often encourages his parents to be optimistic about the future. In order to treat his disease, his family has not only sold the house but also spent all of their savings. But Jim has never given up on himself. He and his parents recycle products from garbage bins on the streets and save every penny that they made from it. Whenever they have saved enough money to continue the treatment, Jim would go to the hospital for the treatment. He strongly believes he can be healthy one day.
1.11 Smile – High Sadness (Study 3)
Jim was born in January 2010. When he was two years old, he was diagnosed with a severe form of leukemia. Because of repeated bleeding, the young boy not only developed arthropathy in his joints, his hands and feet also began to become disabled. His family has spent all of their savings to treat the disease and his parents themselves also suffer from chronic illnesses. The whole family is now homeless sleeping on the street, struggling for life. Jim and his parents shelter themselves under a pedestrian crossing bridge and live on leftovers from the garbage bins of restaurants. Seeing other children’s happy and healthy life, he is very sad, and wonders when his illness can be cured so that he can live a healthy life as other children.
1.12 Smile – High Inspiration (Study 3)
Jim was born in January 2010. When he was two years old, he was diagnosed with a severe form of leukemia. But he has been a very sensible boy since a young age and stays strong in adversity. He also often encourages his parents to be optimistic about the future. In order to treat his disease, his family has not only sold the house but also spent all of their savings. But Jim has never given up on himself. He and his parents recycle products from garbage bins on the streets and save every penny that they made from it. Whenever they have saved enough money to continue the treatment, Jim would go to the hospital for the treatment. He strongly believes he can be healthy one day.
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Septianto, F., Paramita, W. Sad but smiling? How the combination of happy victim images and sad message appeals increase prosocial behavior. Mark Lett 32, 91–110 (2021). https://doi.org/10.1007/s11002-020-09553-5
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DOI: https://doi.org/10.1007/s11002-020-09553-5