The Role of Relational Self-construal in Reactions to Charity Advertisements

Abstract

Abstract Three studies examined the effect of relational self-construal on attitudes and behaviors toward charity advertisements after controlling for sex. In Study 1, 110 undergraduates completed a measure of relational self-construal and a questionnaire assessing liking toward charity advertisements. Study 2 (n = 121) utilized the same procedure as Study 1, but measured perceived effectiveness of the advertisements. Study 3 (n = 90) used a behavioral measure of helping. The results demonstrated that those with a highly relational self-construal had more favorable attitudes toward the advertisements and were more likely to help. This indicates that charities may consider targeting individuals who have a highly relational self-construal to receive more donations. Keywords: Relational self-construalCharityAdvertisement