Drawing on negative state relief model and expectancy-contrast theory, this study examines how a sadness-happiness sequential structure impacts on the way in which individuals process charity advertisement, capturing eye movement. When viewing a negative-positive structure in the sequential condition, individuals pay more attention to the incoming messages, which in turn evokes more positive emotions and greater empathy to the needy person. The empathy palys an important mediating role in ameliorating discomfort induced by the messages.This study is one of a few to validate demonstrating how a sadness-happiness sequence in a charity ad enhances message elaboration, thereby leading to individuals’ receptivity to advertising messages.
Author(s): Mikyeung Bae, Oklahoma State University
Friday March 27, 2020 1:00pm - 2:30pm CDT
Sorrento Room
