H5: Showing statistical victims is more effective in increasing consumers intention to donate money than to donate time.H6

712
InternatIonal Journal of advertIsIng, 2014, advertisement stimulus. First, a quick description of the purpose of the study was given and then a print ad was presented. A statement that the charity does not have a preference for anyone of the resource types and is willing to accept either was then presented, following the procedure of Reed et al. (2007). After this, dependent variables were given.
Following Peloza and White (2007), Study 1 asked about consumers intention to donate money and time (measurement items included How willing would you be to donate time and How willing would you be to donate money. In Study 2, donation amounts were asked for using the dependent variables from Reed et al. (2007). Questions included How much money would you donate to this charity and How many hours would you donate to this charity To compare money and time, two questions were asked to convert time values into monetary ones (Reed et al. 2007): How much free leisure time do you usually have per week Please write an hour amount and How much money is this free time worth to you In other words, how much would you be willing to pay to keep this free time Please write a dollar amount The order of the questions was mixed because order is known to influence the answers to dependent variables. According to Liu and Aaker (2008), the amount of monetary donations increases if questions about intention to volunteer are asked before those about the intention to donate monetarily. After the questions on the dependent variables, questions on altruism (Rushton et al. 1981) and self-importance of moral identity (Reed et al. 2007) were asked as covariates. All items were measured using a point scale.
Pretest
A pretest on advertising appeals was conducted. Advertising stimuli were provided to the respondents, who were asked to rate how egoistic or altruistic the appeals were. Scales were adopted from White and Peloza (2009), and measured using a point scale. The measurement items included To what degree is this appeal an altruistic appeal, To what degree is this appeal associated with looking out for the interest of others, To what degree is this an egoistic appeal and To what degree is this appeal associated with looking out for one’s own interest Beneficiaries (needy and helped) and types of victims statistic and identifiable) were manipulated in the advertising stimuli. The beneficiary types were manipulated by showing different pictures of beneficiaries in the advertisement statistical vs identifiable victims were manipulated using advertising statements (see Appendix 1). Therefore, a manipulation check was not conducted.
A business class at a university located in a metropolitan area in Korea was used for the pretest. Pretest questionnaires were distributed during the class, and students were asked to volunteer to participate in the survey. Overall, 46 responses were collected. A paired sample t-test was conducted to check the manipulation of the altruistic and egoistic appeals. The results revealed that respondents identified the altruistic appeal as more altruistic than the egoistic appeal (M = 5.65
(s.d. = 1.23)
vs M = 4.14
(s.d. = 1.74)
; t = 5.39,
p = 0.000). The respondents also found the egoistic appeal to be more egoistic than the altruistic appeal (M = 4.79
(s.d. = 1.35)
vs M = 2.60
(s.d. = 1.45)
; t = 7.57, p = 0.000). Therefore, the manipulation was successful.
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