The role of threat-based awe and construal level in charitable advertising

Abstract

PurposeThis study aims to investigate how charitable advertising effectiveness in response to threat-based awe, an emotional response that typically arises in the presence of natural disasters, is likely to depend on the construal level.Design/methodology/approachThree experimental studies were conducted to examine the positive and negative effects of threat-based awe on charitable advertising effectiveness. Further, the moderating role of construal level was tested and the underlying mechanisms established.FindingsConsumers who experience a high (vs low) level of threat-based awe donate more when evaluating a disaster-relief advertisement processed at a high construal level (e.g. when an advertisement is framed as a “why” message) but donate less when evaluating a disaster-relief advertisement processed at a low construal level (e.g. when an advertisement is framed as a “how” message). Further, the authors established two distinct mechanisms underlying these divergent effects. At a high construal level, consumers are driven by concern for others, whereas at a low construal level, consumers are driven by feelings of powerlessness.Research limitations/implicationsThe present research contributes to the literature on how emotions influence charitable advertising effectiveness by establishing the divergent effects of threat-based awe and the moderating role of construal level.Practical implicationsThis paper offers managerial implications for nonprofits and charities in developing effective charitable advertising strategies in the context of natural disaster-relief campaigns.Originality/valueThe present research provides a novel perspective on when and why threat-based awe, a unique emotion arising in the case of natural disasters, can lead to positive or negative effects on charitable advertising effectiveness.