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Framing Advertisements to Elicit Positive Emotions and Attract Foster Carers

An Investigation Into the Effects of Advertising On High-Cognitive-Elaboration Donations

Melanie Randle, Leonie Miller, Joanna Stirling, Sara Dolnicar
DOI: 10.2501/JAR-2016-049 Published 1 December 2016
Melanie Randle
University of Wollongong,
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  • For correspondence: mrandle@uow.edu.au
Leonie Miller
School of Psychology, University of Wollongong,
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  • For correspondence: leoniem@uow.edu.au
Joanna Stirling
School of Arts, English and Media, University of Wollongong,
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  • For correspondence: jo_stirling@uow.edu.au
Sara Dolnicar
School of Tourism, University of Queensland,
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  • For correspondence: s.dolnicar@uq.edu.au
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ABSTRACT

Advertisements that elicit negative emotions (e.g., guilt) have been found effective in prompting socially desirable behaviors, such as making monetary donations to charity. This study investigates whether this principle generalizes to a specific case of high-cognitive-elaboration donations: fostering a child. Results from an advertising experiment conducted with 470 respondents indicate that this is not the case. Rather, positive emotions caused stronger reactions to the advertisements, with processing motivation and preexisting attitudes playing a critical role. Implications for marketing foster care—and possibly other, similar high-cognitive-elaboration donations—include that ongoing communication and elicitation of positive emotions is essential to first form the right processing motivations and attitudes, which then more likely will lead to behavioral change on later advertising exposures.

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Vol 56 Issue 4

Journal of Advertising Research: 56 (4)
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Framing Advertisements to Elicit Positive Emotions and Attract Foster Carers
Melanie Randle, Leonie Miller, Joanna Stirling, Sara Dolnicar
Journal of Advertising Research Dec 2016, 56 (4) 456-469; DOI: 10.2501/JAR-2016-049

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Framing Advertisements to Elicit Positive Emotions and Attract Foster Carers
Melanie Randle, Leonie Miller, Joanna Stirling, Sara Dolnicar
Journal of Advertising Research Dec 2016, 56 (4) 456-469; DOI: 10.2501/JAR-2016-049
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  • Article
    • ABSTRACT
    • MANAGEMENT SLANT
    • INTRODUCTION
    • MESSAGE FRAMING, EMOTIONS, AND DONATION BEHAVIOR
    • HIGH-COGNITIVE-ELABORATION DONATIONS
    • METHODOLOGY
    • RESULTS
    • CONCLUSIONS AND IMPLICATIONS
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