Charity advertising: congruence between political orientation and cause of need

Philanthropic appeals are more persuasive if messages match the processing styles of potential donors. To help marketers design more congruent charity appeals, the authors conduct two experiments testing a new type of congruence: political orientations that determine donor reactions to charity appeals for alleviating poverty. Korean student samples are used in a 2 (political orientation: conservatives and liberals) X 2 (causes of need:...