The Effects of Cultural Adaptation in Fundraising Letters: The Case of Help-Self and Help-Others Appeals in a Feminine Culture
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Jos Hornikx
Abstract
Gender has been shown to affect the persuasiveness of help-self and help-others appeals in fundraising: men prefer help-self appeals, and women help-others appeals. This gender difference has been attributed to world-view differences. Women have a care-oriented world-view and men a justice-oriented world-view – at least in masculine cultures. In feminine cultures, however, both men and women have a care-oriented world-view. The present study investigated whether in the feminine, Dutch culture the culturally adapted help-others appeal was more persuasive than the culturally unadapted help-self appeal for both men and women (N = 166). Results showed that the culturally adapted help-others appeal was the most persuasive appeal for men and women, who were both found to have a relatively care-oriented world-view.
© 2010 Walter de Gruyter GmbH & Co. KG, Berlin/New York
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- The citizen audience and European transcultural public spheres: Exploring civic engagement in European political communication
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Artikel in diesem Heft
- Portrayals of older adults in UK magazine advertisements: Relevance of target audience
- Violence in mainstream TV advertising: A comparison of the representation of physical aggression in American and Israeli commercials
- The citizen audience and European transcultural public spheres: Exploring civic engagement in European political communication
- Effects of domestic media use on European integration
- The Effects of Cultural Adaptation in Fundraising Letters: The Case of Help-Self and Help-Others Appeals in a Feminine Culture
- Book reviews
