Title: Communicating the Right Emotion to Generate Help for Connected versus Unconnected Others
Authors: Faseur, Tine
Geuens, Maggie
Editors: Shoemaker, Pamela
Issue Date: Aug-2010
Publisher: Sage Publications
Series Title: Communication Research vol:37 issue:4 pages:498-521
Host Document: Communication Research
Abstract: 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.
ISSN: 0093-6502
Publication status: published
KU Leuven publication type: IT
Appears in Collections:Research Centre for Work and Organisation Studies (WOS Bxl), Campus Brussels
Faculty of Economics and Business (FEB) - miscellaneous

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