ISBN 978-3-8439-0390-5

978-3-8439-0390-5, Reihe Wirtschaftswissenschaften

Stefano Balestra
Charity TV Advertising - To play or not to play on heart strings

277 Seiten, Dissertation Universität Zürich (2011), Softcover, A5

Zusammenfassung / Abstract

The aim of this dissertation was to specifically address the following two research questions:

1) What influence do ad tone (positive or negative) and ad framing (positive or negative or none) effects and potential interactions have on consumers’ attitude towards the ad, their intention to donate and their recall capacities? To what extent do gender differences influence such effects?

2) How are ad tone and framing main and interaction effects influenced by affective TV program priming (positive or negative) preceding the ad?

Out of these overarching research questions, a series of hypotheses were developed for testing in two field experiments. The first experiment, described in the third part of this dissertation was dedicated to the first research question, while the second experiment addressed the second research question. Thus, each experiment looked at the the background leading up to the research questions, developed the hypotheses, explained the design, presented the stimulus material and ended with a detailed presentation of the results as well as with an in-depth discussion and conclusion.

The aim here is therefore not to repeat every individual point made in the past two parts of this dissertation. However, it seems worthwhile to present a more overarching, simplifying summary of the key results, thereby specifically drawing the attention to similarities and potential contradictions arising from the findings of both experiments.