A Qualitative Investigation on the Impact of Positive Vs Negative Charitable Advertisement Appeals on the Prosocial Behaviour and Donation Behaviour Using Neuro-scientific Techniques

Abstract

This paper aims to investigate the effect of charitable ads on the prosocial behaviour and donation intentions, while identifying the moderating effect of altruism, social norms, and moral intensity. The research is an exploratory research that follows a qualitative approach by conducting in-depth interviews with a convenient sample of 20 respondents and two focus groups to provide insights about the audience’s response to the exposure to the positive vs. negative advertising appeals in charitable advertising domain. The respondents formulated critical arguments about their perception of the positive vs negative charitable advertisements in Egypt. This research is expected to have a theoretical contribution through addressing the relationship between the constructs previously discussed. Furthermore, neuromarketing research in this field is still scarce and limited, both in terms of reach and methodology. Furthermore, it is possible that the use of additional neuroimaging techniques will be useful. The charitable advertising discipline has been less researched in Egypt after the emergence of new methodological techniques to better assess its effectiveness. Furthermore, the effect of print advertising on the intention to donate, the course of focus, and the impact of image valence on intention have all been examined in recent Neuromarketing research. However, no previous research has discussed collectively the impact of the altruism, prosocial behaviour, moral intensity on the charitable advertisement, and consequently affecting the intention to donate using Neuroscientific techniques in Egypt.