Communication Research vol:37 issue:4 pages:498-521
This study investigated the effectiveness of positive versus negative and of other-focused versus mixed- (ego- and other-) focused feelings evoked in advertisements promoting help for connected versus unconnected needy people. Results showed that when help is asked for people to whom respondents feel connected, positive (versus negative) and mixed-focused (versus other-focused) feelings led to more positive ad evaluations and increased respondents’ helping intentions. When help was needed for unconnected people, the negative ads were most effective. Furthermore, it was investigated whether the effect of other-focused versus mixedfocused feelings on ad evaluations and helping intentions was mediated by people’s motivation to help.