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Maketers use hand images of donor and donee in charity advertising to domostrate the helping behavior and catch potential donors’ attention. Despite of the prevalence of hand images used in advertising, limited research has been conduced. Based on conceptual metaphor theory, researchers have suggested that the up-down position is influential in consumer perceptions. In the context of charity advertising, we expect that the up-down position of a donor’s hand and a donee’s hand may impact the charity advertising effectiveness. Besides, we propose hand gesture and donor’s individual differences in power distance belief (PDB) as two boundary conditions. We further find perceived responsibility as the underlying mechanism behind consumer perceptions.
This research uses experimental design to investigate the effects of up-down position of a donor’s hand and a donee’s hand, hand gesture and power distance belief. A 2 (up-down position: a donor’s hand over a donee’s hand vs. a donee’s hand over a donor’s hand) x 2 (hand gesture: catching vs. holding) x 2 (power distance belief: low vs. high) factorial design is conducted. Monetary donations, contributions of time as a volunteer, attitudes toward the ad and willingness to participate in charitable service as the four dependent measures for advertising effectiveness. Three experiments using elder people living alone, homeless dogs and child abuse as charitable issues are conducted.
The results show that when individuals are with low PDB, an ad showing a hand image of catching gesture with a donor’s hand over a donee’s hand is more effective than the same gesture with a donee’s hand over a donor’s hand. An ad using a holding gesture with a donee’s hand over a donor’s hand is more effective than the same gesture with a donor’s hand over a donee’s hand, regardless of individual differences in PDB. For people with high PDB, the effects of up-down position disappear when a catching gesture is used in advertising, Perceived responsibility is the underlying mechanism behind the interaction effects of up-down position of a donor’s hand and a donee’s hand, hand gesture and power distance belief.
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