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Table 2: ANCOVA results of Study 2*

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Advertising strategies for charities

Table 2: ANCOVA results of Study 2*
SS
df
Average SS
F
Model
8.595E10 E 3.599
a
Appeal
1.658E10 E 3.471
c
Beneficiary
4.386E10 E 9.184
b
Victim
1.046E9 E Moral identity
4.064E9 E 0.851
Altruism
1.246E10 E 2.609
Error
1.466E12 307 4.776E9
Total
1.552E12 a p = 0.000, b
p < 0.05, c
p < 0.10
*Dependent variable was calculated by subtracting volunteering time (converted to Korean currency) from the amount of monetary donation
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715
ADVERTISING STRATEGIES FOR CHARITIES
(M = –19298 KW
(s.d. = KW) and the difference was statistically significant (F = 9.184,
p = 0.003). However, showing statistical victims and identifiable victims did not generate any differences between attracting money and volunteerism, as in Study 1. Both presentations had a greater influence on monetary donations (M
statistic
= –5228 KW
(s.d. = KW,
M
identifiable
= –6935 KW
(s.d. = 2012KW)
).

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