| Abstract [eng] |
In modern society, as the number of non-profit organizations increases and competition for limited financial resources intensifies, effective communication is becoming increasingly important. It is used to educate potential donors and attract various types of donations. Globally, prosocial activity remains a significant component of societal well-being – 64% of people worldwide donate money to various non-profit organizations (Charities Aid Foundation, 2025b). Although giving is widespread, non-profit organizations face considerable challenges, with 80% reporting financial difficulties as one of their main operational problems (Charities Aid Foundation, 2025b). Prosocial behavior is also widespread globally, as approximately 62% of people help strangers; however, this behavior varies significantly across countries, reflecting differences in consumer responses shaped by contextual and cultural factors (Nakamura et al., 2025). The growing willingness of individuals to contribute to non- profit organizations in addressing social, economic, and political challenges highlights the need for further academic research in this area. Scientific literature emphasizes that emotions are among the key factors influencing consumer responses to donation advertising and prosocial behavior (Pansoni & Gistri, 2025; Wymer & Gross, 2021). However, consumer responses are often analyzed in a fragmented manner, without distinguishing between different types of support areas. Considering these aspects, the research problem is formulated as follows: What is the impact of charity advertising across different causes on consumers’ emotional responses and donation intentions? The aim of the project is to determine the impact of advertising on consumers’ emotional responses and their intentions to donate across different charity causes. A conceptual model was developed based on a review of scientific literature, incorporating emotional responses, donation intentions, psychological distance, and perceived donation effectiveness. To empirically validate the model, a quantitative experimental study was conducted with 226 respondents. The data were analyzed using statistical methods, including analysis of variance (ANOVA), regression, mediation, and moderation analyses, enabling the assessment of relationships between variables and the testing of hypotheses. The findings indicate that the type of support area depicted in donation advertising has a statistically significant effect on consumers’ emotional responses, psychological distance, and donation intentions. Support areas that elicit stronger emotional responses lead to higher intentions to donate, whereas greater psychological distance weakens the emotional effect. The results of regression and mediation analyses reveal that emotional response is a significant positive predictor of donation intention and acts as a mediating variable between advertising impact and consumer behavior. Furthermore, perceived donation effectiveness does not significantly strengthen this relationship, and socio-demographic factors do not have a significant influence on consumer responses. |
