报告题目： Help Self Stand Out or Help Others Out: Effectiveness of Help-Self and Help-Others Appeals in Charity Advertising
主讲人： 赵广志副教授 （美国马里兰洛约拉大学）
主讲人简介：Dr. Guangzhi Zhao is Associate Professor of Marketing in the Joseph A. Sellinger, S.J., School of Business and Management at Loyola University Maryland. He received his Ph.D. from the University of California, Irvine and his Master degree in Economics from the Sun Yat-sen University, China. Dr. Zhao has taught Ph.D. seminars, graduate (MBA, EMBA, Par-time MBA) classes, and undergraduate courses including Marketing Management, Marketing Principles, Promotion Strategies, Marketing Communication, Consumer Behavior, etc. His research focuses on consumer behavior, advertising, promotion, and social marketing. Dr. Zhao’s research has been published in several top marketing journals including the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Journal of Business Research, Journal of Advertising, Journal of Advertising Research, and others.
内容简介：Help-self and help-others are two popular appeals in charity advertising. This research examines how the helping consequences (benefit vs. cost) highlighted in volunteerism ads moderate the relative persuasiveness of these two appeals. Help-self appeals are found to be more persuasive than help-others appeals when an ad highlights how volunteering may help oneself attain various benefits; whereas help-others appeals are found to be more effective than help-self appeals when the ad highlights how volunteering may help other people by reducing their miseries (i.e., costs). The rationale is that exposure to the two appeals can activate contrasting reference point of information processing (self vs. others), which can subsequently alter viewers’ processing and evaluation of different helping consequences.