Explaining Gendered Responses to “Help-Self” and “Help-Others” Charity Ad Appeals: The Mediating Role of World-Views

By Frederic Brunel, Michelle R. Nelson. 2000

294 citations recorded by the source corpus.

Subfields: Marketing, Social Psychology, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/c94a956095ae166f62305971fd139a864022f9d4

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Citations in the corpus

Effects of message framing, vividness congruency and statistical framing on responses to charity advertising (2010, background): “For instance, women tend to be more altruistic and are more willing to donate than men (Brunel & Nelson 2000, 2003; Newman 2000; Nelson et al. 2006).”
Revisiting gender differences: What we know and what lies ahead☆ (2015, background): “Brunel and Nelson (2000) found that women preferred a cancer-prevention charity appeal that focused on helping others, whereas men preferred a utilitarian appeal that focused on helping oneself and one's in-group.”
COMMUNICATING WITH THE SEXES: Male and Female Responses to Print Advertisements (2004, background): “…of communication and interaction with various social agents (Fischer and Arnold 1994; Helgeson and Fritz 1998; Moschis 1985), different worldviews (Brunel and Nelson 2000; Gilligan 1982), and often occupy different social roles and are subjected to different social pressures (Eagly 1987; Eagly…”
Giving from a distance: Putting the charitable organization at the center of the donation appeal (2013, background): “Past research has revealed differences between men's and women's donation patterns (e.g., Brunel & Nelson, 2000; Iredale, van Vugt, & Dunbar, 2008; Thornton et al., 2006;Winterich, Mittal, & Ross, 2009).”
“I Eat Organic for My Benefit and Yours”: Egoistic and Altruistic Considerations for Purchasing Organic Food and Their Implications for Advertising Strategists (2014, background): “Furthermore, the labels “help-self ” versus “help-others” (Brunel and Nelson 2000) and “selfbenefit” versus “other-benefit” (Fisher, Vandenbosch, and Antia 2008; White and Peloza 2009) have also appeared in the literature.”
Ads aimed at dads: exploring consumers’ reactions towards advertising that conforms and challenges traditional gender role ideologies (2016, background): “A consumer’s attitude towards an advertisement is often influenced by their world views (or beliefs), with an individual typically having a more positive attitude (or preference) towards an advertisement that is congruent with their own views (Brunel and Nelson 2000). Jaffe and Berger’s (1994) study”