Skip to main content

The Use of Displays in Soliciting Charitable Donations

Buy Article:

$39.00 plus tax (Refund Policy)


Four types of appeal were used to determine which would be the most effective in eliciting interest in and donations to a charity for children. In a "needy child" appeal, a picture of a child who was ill-looking and poorly clothed was used to help solicit donations. In a "helped child" appeal, a picture of a healthylooking child was presented. A third type of appeal presented both a "needy" and a "helped" child, in order to demonstrate that donations could actually help the needy child to a better life. In a final control appeal, no pictures were used. Results indicated that the "helped child" appeal was most effective in eliciting interest from potential donors; the "needy child" appeal proved least effective. These results were discussed in relation to research on reactance theory, the "just world" hypothesis and interpersonal attraction.

Document Type: Research Article


Publication date: 1979-01-01

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more