Enhancing prosocial behaviour and donation intentions through neuroscientific techniques (EEG and eye tracker): Exploring the influence of charitable advertisement appeals

Abstract

This study investigates the impact of charitable advertisement appeals on prosocial behaviour and intentions to donate, employing cutting-edge neuroscientific techniques such as electroencephalography (EEG) and eye tracker. It also seeks to analyse the moderating effect of altruism, social norms and moral intensity on the relationship between advertising appeal and prosocial behaviour and intention to donate. Findings indicate that negative appeal is more effective than positive appeal in influencing prosocial behaviour and intent to donate. Furthermore, using an eye tracker showed that individuals try to avoid painful scenes in charitable advertisements. This study provides valuable insights into the underlying mechanisms that drive prosocial behaviour and donation intentions by delving into the influence of various charitable advertisement appeals (both positive and negative) on individuals’ neural and ocular responses. We therefore, argue that findings from this research hold significant implications for marketers and advertisers seeking to create more effective and persuasive charitable advertisements, ultimately promoting greater engagement and support for philanthropic causes.