Personalized charity advertising. Can personalized prosocial messages promote empathy, attitude change, and helping intentions toward stigmatized social groups?

Bartsch, Anne; Kloß, Andrea

doi:10.1080/02650487.2018.1482098

Cited by 78Nonprofit Sector and VolunteeringMedia Influence and HealthPsychology of Social Influence

Personalized charity advertising. Can personalized prosocial messages promote empathy, attitude change, and helping intentions toward stigmatized social groups?

Bartsch, Anne, Kloß, Andrea·2019·International Journal of Advertising

DOI 10.1080/02650487.2018.1482098

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Abstract

This study examines the role of personalized charity advertising in promoting empathy, attitude change, and helping intentions toward stigmatized social groups. Based on theories of message involvement, empathy, and reactance, we predicted that higher levels of involvement elicited by a personalized charity advertisement would reinforce empathy and prosocial outcomes. An online experiment was conducted using a personalized and a nonpersonalized version of a charity advertisement for a campaign soliciting donations of winter coats for homeless people. As expected, structural equation modeling revealed a positive indirect effect of personalization on prosocial outcomes (attitudes and behavioural intentions toward homeless people, and willingness to donate to the campaign) that was mediated by involvement and empathy. However, in addition to promoting involvement and empathy, personalization also led to heightened reactance, which detracted from the positive effects. Theoretical as well as practical implications of the findings for personalized charity advertising are discussed.

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Personalized ads can positively influence attention, attitudes, purchases, and click-through rates.
“academic research shows that personalized ads can positively influence attention, attitudes, purchases, and click-through rates (e.g., Aguirre, Mahr, Grewal, Ruyter, & Wetzels, 2015;Bang and Wojdynski 2016;Bartsch and Kloβ 2019;Lambrecht and Tucker 2013;Matz, Kosinski, Nave, & Stillwell, 2017).”
From When is personalized advertising crossing personal boundaries? How type of information, data sharing, and personalized pricing influence consumer perceptions of personalized advertising (2021) · cites this paper as Bartsch and Kloβ 2019

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How Personalized Prosocial Messages Can Promote Empathy, Attitude Change, and Helping Intentions Toward Stigmatized Social Groups
Kloß, A., Bartsch, A., & Kretzschmar, S. D. (2015)
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Authors: Bartsch, A., & Kloß, A.
Affiliations: Ludwig-Maximilians-Universität München (DE)
Corresponding author: Bartsch, Anne
ORCID: Bartsch, Anne
Kloß, Andrea
Venue: International Journal of Advertising
Publisher: Informa UK Limited
Published: 2018-11
Volume: 38
Issue: 3
Pages: 345-363
ISSN: 0265-0487 (ISSN-L)
1759-3948
DOI: 10.1080/02650487.2018.1482098
OpenAlex: W2899108734
Cited by: 78
References: 68
Citations by year: 2026: 8 · 2025: 14 · 2024: 13 · 2023: 12 · 2022: 9 · 2021: 11 · 2020: 6 · 2019: 5
FWCI: 12.52
Type: journal article
Language: en
Open access: closed
Locations: International Journal of Advertising (publishedVersion)
Topics: Social Sciences › Sociology and Political Science › Nonprofit Sector and Volunteering
Social Sciences › Arts and Humanities › Literature and Literary Theory › Media Influence and Health
Social Sciences › Sociology and Political Science › Psychology of Social Influence
Keywords: personalized advertising, charity advertising, empathy, attitude change, helping intentions, homeless people, message involvement, reactance, donation behavior, prosocial behavior

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Personalized charity advertising. Can personalized prosocial messages promote empathy, attitude change, and helping intentions toward stigmatized social groups?

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