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Table 3: ANCOVA results of Study 3*

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Advertising strategies for charities

Table 3: ANCOVA results of Study 3*
SS
df
Average SS
F
Model
109.453 6
18.242 14.206
a
Appeal
69.575 1
69.575 54.181
a
Beneficiary
21.940 1
21.940 17.085
a
Victim
15.602 1
15.602 12.150
b
Moral identity 1
0.000 Altruism 1
1.694 Age 1
0.981 Error 441 Total a p = 0.000, b
p < 0.05, c
p < 0.10
*Dependent variable was calculated by subtracting the intention of volunteering time from the intention of monetary donation
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718
InternatIonal Journal of advertIsIng, 2014, individual victims because respondents are not familiar with their circumstances. Study
3 used local victims, enabling respondents to easily volunteer for them, understand their situation and identify them as unique victims. Further investigation is necessary to examine this possibility.

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