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The effects of model ethnicity in charity appeals for local and global charities

Patrick De Pelsmacker (UGent) , Nathalie Dens and Sarah De Meulenaer
(2022) JOURNAL OF NONPROFIT & PUBLIC SECTOR MARKETING. 34(1). p.129-148
Author
Organization
Abstract
We investigate the effect of model ethnicity (in-group vs. out-group) in a charity appeal and how this interacts with the scope of the charity (local vs. global) on message recipients' attitude toward and intention to donate money to the charity. We also test the mediating role of the perceived trustworthiness of the models in the appeal and ad skepticism. In a controlled experiment, we exposed Caucasian (French, n = 201) and Indian (n = 194) respondents to a group of Caucasian or Indian models for either a local or a global charity. Models of the same ethnicity as the message recipient (in-group) lead to more positive responses for a local charity, while models of a different ethnicity than the message recipient (out-group) lead to more positive responses for a global charity. As expected, these effects are mediated by the perceived model trustworthiness and ad skepticism.
Keywords
CELEBRITY ENDORSEMENT, PLANNED BEHAVIOR, HELPING-BEHAVIOR, CONGRUITY, IDENTITY, RESPONSES, DONATIONS, VOLUNTEERS, SKEPTICISM, INTENTIONS, Charity appeal, ethnicity, social identity, congruity

Citation

Please use this url to cite or link to this publication:

MLA
De Pelsmacker, Patrick, et al. “The Effects of Model Ethnicity in Charity Appeals for Local and Global Charities.” JOURNAL OF NONPROFIT & PUBLIC SECTOR MARKETING, vol. 34, no. 1, 2022, pp. 129–48, doi:10.1080/10495142.2020.1798852.
APA
De Pelsmacker, P., Dens, N., & De Meulenaer, S. (2022). The effects of model ethnicity in charity appeals for local and global charities. JOURNAL OF NONPROFIT & PUBLIC SECTOR MARKETING, 34(1), 129–148. https://doi.org/10.1080/10495142.2020.1798852
Chicago author-date
De Pelsmacker, Patrick, Nathalie Dens, and Sarah De Meulenaer. 2022. “The Effects of Model Ethnicity in Charity Appeals for Local and Global Charities.” JOURNAL OF NONPROFIT & PUBLIC SECTOR MARKETING 34 (1): 129–48. https://doi.org/10.1080/10495142.2020.1798852.
Chicago author-date (all authors)
De Pelsmacker, Patrick, Nathalie Dens, and Sarah De Meulenaer. 2022. “The Effects of Model Ethnicity in Charity Appeals for Local and Global Charities.” JOURNAL OF NONPROFIT & PUBLIC SECTOR MARKETING 34 (1): 129–148. doi:10.1080/10495142.2020.1798852.
Vancouver
1.
De Pelsmacker P, Dens N, De Meulenaer S. The effects of model ethnicity in charity appeals for local and global charities. JOURNAL OF NONPROFIT & PUBLIC SECTOR MARKETING. 2022;34(1):129–48.
IEEE
[1]
P. De Pelsmacker, N. Dens, and S. De Meulenaer, “The effects of model ethnicity in charity appeals for local and global charities,” JOURNAL OF NONPROFIT & PUBLIC SECTOR MARKETING, vol. 34, no. 1, pp. 129–148, 2022.
@article{8747827,
  abstract     = {{We investigate the effect of model ethnicity (in-group vs. out-group) in a charity appeal and how this interacts with the scope of the charity (local vs. global) on message recipients' attitude toward and intention to donate money to the charity. We also test the mediating role of the perceived trustworthiness of the models in the appeal and ad skepticism. In a controlled experiment, we exposed Caucasian (French, n = 201) and Indian (n = 194) respondents to a group of Caucasian or Indian models for either a local or a global charity. Models of the same ethnicity as the message recipient (in-group) lead to more positive responses for a local charity, while models of a different ethnicity than the message recipient (out-group) lead to more positive responses for a global charity. As expected, these effects are mediated by the perceived model trustworthiness and ad skepticism.}},
  author       = {{De Pelsmacker, Patrick and Dens, Nathalie and De Meulenaer, Sarah}},
  issn         = {{1049-5142}},
  journal      = {{JOURNAL OF NONPROFIT & PUBLIC SECTOR MARKETING}},
  keywords     = {{CELEBRITY ENDORSEMENT,PLANNED BEHAVIOR,HELPING-BEHAVIOR,CONGRUITY,IDENTITY,RESPONSES,DONATIONS,VOLUNTEERS,SKEPTICISM,INTENTIONS,Charity appeal,ethnicity,social identity,congruity}},
  language     = {{eng}},
  number       = {{1}},
  pages        = {{129--148}},
  title        = {{The effects of model ethnicity in charity appeals for local and global charities}},
  url          = {{http://doi.org/10.1080/10495142.2020.1798852}},
  volume       = {{34}},
  year         = {{2022}},
}
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