@article{ab4ba807169d4278b744094817cb3d6a,
title = "Explaining gendered responses to “help-self” and “help-others” charity Ad appeals: The mediating role of world-views",
abstract = "This research investigates gendered responses to self-oriented (help-self) and altruistic (help-others) charitable ad appeals. Results from two studies conducted with U.S. undergraduates show that sex is a determinant of message evaluations, and that variations in moral world-views explain these gendered differences. Study One establishes sex differences in absolute (attitude toward the ad) and comparative (ad preference) judgments toward help-self and help-others ad appeals. Females respond more favorably to the help-others appeal and males to the help-self appeal. Study Two replicates these findings from Study One and demonstrates that sex differences can be explained through a full mediation of world-view values.",
author = "Brunel, {Fr{\'e}d{\'e}ric F.} and Nelson, {Michelle R.}",
note = "Participants received the experimental booklets and worked through them at their own pace in a classroom setting. The experimental booklets included the ad ap-peals, filler material and measures of interest. The study was introduced to subjects as a {"}copytesting task.{"} Advertising Stimuli. The target copy appeared as direct mail letters soliciting funds for the International Cancer Society. This charitable organization was chosen because cancer research is a form of social idea advertising (Manrai and Gardner 1992) and it promotes a cause that is generally accepted as worthwhile, as opposed to issue-related charity appeals that might cause controversy (e.g., abortion). As such, the organization was not expected to create polarized views among respondents. Yet, because the term cancer refers to 100 different diseases that may strike three out of four families (Freimuth, Stein and Kean 1993), this may induce greater subject involvement. Also, because cancer is not a sex-specific disease (even though some types of cancers are), it was deemed a suitable topic for this particular study. Copy was based on existing letters sent by the National Foundation for Cancer Research and was similar to appeals validated by Maio and Olson (1995). See Appendix for ad copy.",
year = "2000",
doi = "10.1080/00913367.2000.10673614",
language = "English (US)",
volume = "29",
pages = "15--28",
journal = "Journal of Advertising",
issn = "0091-3367",
publisher = "M.E. Sharpe Inc.",
number = "3",
}