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    政大機構典藏 > 傳播學院 > 會議論文 >  Item 140.119/155052


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    題名: Exploring the Impact of Emotional Valence in Advertisements and Compassion Fade on Donation Intention for War Victims
    作者: 韓義興
    Han, Yi-Hsing;Paniuta, Alina;Hsu, Shih-Hsien
    貢獻者: 傳播學院
    關鍵詞: Charitable Advertising;Emotional Appeals;Hope;Compassion Fade;Ukrainian War
    日期: 2024-06
    上傳時間: 2025-01-07 09:22:43 (UTC+8)
    摘要: In the context of the largest war of the twenty-first century in Ukraine, current research seeks to investigate the messaging strategies that will inspire individuals to donate to war victims. Prior research has explored the effectiveness of positive and negative appeals in charitable advertising. Some studies suggest that negative appeals, invoking emotions such as sadness and anger, may be more effective in motivating donations. However, the mixed findings of previous studies and the evolving modern media environment necessitate a closer examination, especially given the drastic changes in the pace and forms of non-profit communications over the past decade. Furthermore, the phenomenon of compassion fade, defined as the negative correlation between the willingness to help and the number of victims, adds a layer of complexity to understanding donor behavior. In this study, it was proposed that negatively framed appeals would elicit more favorable attitudes toward donation. Emotions of different valences, including sadness, anger, compassion, hope, and pride, were expected to play mediating roles in this process.
    關聯: International Conference on Human-Computer Interaction, Cham: Springer Nature Switzerland, International Conference on Human-Computer Interaction, pp.129-146
    資料類型: conference
    顯示於類別:[傳播學院] 會議論文

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