The Effect of Sequential Structure in Charity Advertising on Message Elaboration and Donation Intention: The Mediating Role of Empathy

Abstract

This study examines how a sadness-happiness sequential structure affects how individuals process a charity advertisement. Cognitive elaboration is measured by capturing eye-movement. A negative-positive sequential structure in the charity advertisement induces individuals to focus on the incoming messages, thus evoking positive emotions and empathy for the needy person. Empathy plays a mediating role by mitigating the negative emotions induced by the negative element of the advertisement. The study’s results demonstrate that a negative-positive sequence in a charity advertisement enhances message elaboration, thus increasing individuals’ receptivity to charity advertising messages.

Keywords:

• charity advertising
• sequential structure
• message elaboration
• empathy