Publication
Title
The effects of model ethnicity in charity appeals for local and global charities
Author
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.
Language
English
Source (journal)
Journal of nonprofit and public sector marketing. - Binghamton, N.Y.
Publication
Binghamton, N.Y. : 2022
ISSN
1049-5142
DOI
10.1080/10495142.2020.1798852
Volume/pages
34 :1 (2022) , p. 129-148
ISI
000558015500001
Full text (Publisher's DOI)
Full text (open access)
Full text (publisher's version - intranet only)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
VABB-SHW
Web of Science
Record
Identifier
Creation 12.08.2020
Last edited 17.08.2024
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