Effects of message framing, vividness congruency and statistical framing on responses to charity advertising

Abstract

Having recognised the growing importance of charitable donation and sophisticated advertising techniques in charity advertising, this study examines message framing, vividness congruency and statistical framing in promoting charitable donations. A between-subjects experiment is conducted to test proposed hypotheses in the context of a child poverty-orientated charity. The overall results indicate that vivid presentation strengthens framing effects on advertising persuasion when it is congruent with the framed message. These effects are especially salient when both are presented negatively. Statistics presented in a format where a small number is employed are found to facilitate effects of the negatively framed message with a negative case story. Alternatively, statistics presented with a large number increase the advertising influences of the positively framed message with a positive case story. Based on the findings, managerial implications for fundraising and possibilities for future research are discussed.