Framing Advertisements to Elicit Positive Emotions and Attract Foster Carers
研究发现，对于寄养这类需要高认知投入的捐赠行为，引发积极情绪的广告比引发负面情绪的广告更有效，处理动机和既有态度起关键作用。
<h3>ABSTRACT</h3> Advertisements that elicit negative emotions (<i>e.g.</i>, guilt) have been found effective in prompting socially desirable behaviors, such as making monetary donations to charity. This study investigates whether this principle generalizes to a specific case of high-cognitive-elaboration donations: fostering a child. Results from an advertising experiment conducted with 470 respondents indicate that this is not the case. Rather, positive emotions caused stronger reactions to the advertisements, with processing motivation and preexisting attitudes playing a critical role. Implications for marketing foster care—and possibly other, similar high-cognitive-elaboration donations—include that ongoing communication and elicitation of positive emotions is essential to first form the right processing motivations and attitudes, which then more likely will lead to behavioral change on later advertising exposures.