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| Author: | Chang, C-T. Lee, Y-K. |
| Title: | The 'I' of the beholder - How gender differences and self-referencing influence charity advertising |
| Journal: | International Journal of Advertising
2011 : VOL. 30:3, p. 447-478 |
| Index terms: | gender charities advertising effectiveness non-profit organizations consumer behaviour |
| Language: | eng |
| Abstract: | This article examines the impact of gender differences and self-referencing in advertising. The paper concentrates on altruistic and egoistic advertising messages. The study is conducted thought internet. The results suggest that when self-referencing is high, altruistic appeal is more convincing for women and the egoistic appeal works better for men. However, the contrast effects are observed when the perceived orientation of the non-profit organization is other-referencing. |
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