The Influence of Image Valence on the Attention Paid to Charity Advertising

ABSTRACT

Non-governmental charities operate in a competitive market and survive with funding from membership fees and donations from supporters. Knowing and motivating potential donors has become increasingly important. Advertising is one of the key means of communication used by these organizations. This paper reports a pilot study to explore the influence of image valence in advertising on one’s attention and intention to donate. The study consists of an experiment wherein data processing is based on eye tracking and an electroencephalogram. The results show that negative images get more attention than text and logos. No differences were found with regard to gender and intention to donate in terms of attention paid to the advertising images. However, women do show greater willingness to make a donation. Finally, strategies adapted to charitable NGOs are discussed in the conclusions.

KEYWORDS:

• Attention
• electroencephalogram
• eye tracking
• intention to donate
• NGO