Self-Benefit versus Other-Benefit Marketing Appeals: Their Effectiveness in Generating Charitable Support

• Published in: Journal of marketing Vol. 73; no. 4; pp. 109 - 124
• Main Authors: White, Katherine, Peloza, John
• Format: Journal Article
• Language: English
• Published: Chicago American Marketing Association 01.07.2009; SAGE PUBLICATIONS, INC
• Subjects: Altruism; Charitable giving; Charity; Consumer behavior; Consumer research; Corporate image; Donations; Marketing; Nonprofit organizations; Normativity; Self consciousness; Self image; Social psychology; Studies; Volunteerism

Despite the growing need, nonprofit organization marketers have not yet fully delineated the most effective ways to position charitable appeals. Across five experiments, the authors test the prediction that other-benefit (self-benefit) appeals generate more favorable donation support than self-benef...