Time Or Money? The Effects Of Warmth Versus Competence Charity Appeals On Donation Intentions

How to promote individual participation in charitable activities effectively is crucial.Charitable giving is a kind of prosocial behavior,which requires individuals to invest their own resources,such as time and money.Due to the differences in consumers’ views and behaviors on donating time and money,existing researches seldom distinguish the advertising strategies under different donation resources--time and money.Therefore,it is necessary to find out different advertising appeals to attract consumers to donate different resources.Therefore,this paper emphasizes that warmth or competence information in advertising will cause consumers to make different resource donations,and discusses the relationship between advertising appeals and types of resource and its internal influence mechanism.This paper conducts empirical research through three experiments.The conclusion drawn in experiment 1 is that consumers’ donation intention of different resource types is significantly affected by the two advertising appeals.Under the warmth in advertising,consumers are more willing to donate time(compared with money);Under the competence in advertising,consumers are more willing to donate money(compared with time).The second experiment verified the mediating effect of social connectedness and competitive orientation.The conclusion drawn in experiment 2 is that social connectedness and competitive orientation play an intermediary role in the relationship between advertising appeals and types of donated resources.Experiment 3 verified the moderating effect of cause involvement.The conclusion of this study will help marketers to make effective marketing strategies.In the promotion of non-profit advertising,marketers can use marketing information to improve the perception of warmth or competence to influence consumers’ willingness to donate to charitable projects.