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http://dx.doi.org/10.14695/KJSOS.2014.17.2.3

An ERP study on charitable donation ad effects: Mental imagery and attention  

Sung, Young Shin (Department of Psychology, Korea University)
Kim, Jiyoun (TNS Korea)
Kang, Jungsuk (Department of Psychology, Korea University)
Publication Information
Science of Emotion and Sensibility / v.17, no.2, 2014 , pp. 3-12 More about this Journal
Abstract
A way to increase effectiveness of charitable donation ads is to activate or magnify emotional experiences (e.g., sympathy, empathy, psychological distress) among target audience. Past studies suggest that mental imagery and attention, which activate or magnify emotional experiences, can be influenced by verbal message attributes (i.e., message concreteness and valence) of charitable donation advertisements. Based on the previous research, the study built a conceptual framework for processing of charitable donation advertising: message concreteness and valence ${\rightarrow}$ mental imagery and attention ${\rightarrow}$ emotional experiences ${\rightarrow}$ donation intention. To verify the framework, the study investigated on the influence of message concreteness and valence on mental imagery and attention through assessing ERP responses. It also examined how message concreteness and valence have an effect on the intent to donate through measuring the amount of donation. The study revealed that concrete message activated mental imagery more than abstract message whereas negative message enhanced attentional level more than positive message. Compared to the other conditions, when the message was concrete and negative, the amount of donation was significantly large.
Keywords
Charitable donation advertising; mental imagery; attention; emotional experiences; ERP (Event-related potential);
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