Yu-Kang Lee
Datos Biográficos
| ID | 3739712 |
|---|---|
| NOMBRE | Yu-Kang Lee |
| NOMBRES | Yu-Kang |
| APELLIDO | Lee |
| FIRMA | LEE Y |
| AFILIACIONES | National Sun Yat-sen University |
| VERIFICADO | No |
| TOTAL DE OBRAS | 16 |
| TOTAL DE CITAS | 10 |
| TOTAL COMO AUTOR | 16 |
| TOTAL COMO EDITOR | 0 |
| PRIMER AÑO DE PUBLICACIÓN | 2005 |
| AÑO MÁS RECIENTE DE PUBLICACIÓN | 2026 |
| ÍNDICE H | 2 |
Lend a “Hand!” Enhancing Charity Advertising Persuasiveness via Donor/Donee Hand Position, Hand Gesture, and Advertising Appeal
In charity advertising, depictions of donor and donee hands are pervasive, yet their relative positions and gestures vary widely. Drawing on the stereotype content model (SCM) and processing fluency theory, this research examines how hand position (donor’s hand higher vs. lower), hand gesture (grasping vs. holding), and advertising appeal (competence vs. warmth) jointly influence charitable giving. Across four experiments, we find that when no ge…
Crying victims deserve more? how victim image, facial expression, entitativity and victim story impact charity advertising persuasiveness
We propose that the choice between presenting a single victim or a group of victims in a charity ad should take into consideration the facial expression of the victim(s), entitativity, and the victim story, since these visual and verbal cues affect donors’ emotional responses and their perceived outcome efficacy, which have an impact on charitable giving behaviors. Four experiments are conducted. When a happy facial expression is presented, an ad…
A close look at research on pursuing the right formula for cause-related marketing advertising
In a typical cause-related marketing (CRM) campaign, a company donates a percentage of product sales to a charity or nonprofit related to the chosen cause. This paper provides a comprehensive review of the literature on this subject, and briefly discusses common antecedents of CRM advertising effectiveness. The exploration of the CRM literature starts with advertising and reviews two factors: emotional appeal and execution style. We further discu…
Are Consumers Moved by a Crying Tree Or a Smiling Forest
Rivers, lakes, oceans, volcanos, and forests are anthropomorphized by featuring them with humanlike facial characteristics or presenting a personified message. Whereas prior communications research has focused on comparisons between anthropomorphism and nonanthropomorphism, the current study proposes two types of anthropomorphism based on anthropomorphic valence: positive versus negative. Results of three experiments show that negative anthropomo…
How to Use a Spokesperson’s Smile Effectively
Drawing from the social-functional perspective, this research explored the differences in consumers’ responses to two types of spokesperson’s smile: broad and slight. The authors identified two boundary conditions: consumer self-construal (independent versus interdependent) and relationship norm (communal versus exchange). The results from two studies show that a spokesperson’s broad smile is more persuasive for consumers with interdependent self…
How Social Anxiety and Reduced Self-Efficacy Induce Smartphone Addiction in Materialistic People
Recent research has suggested that materialism influences consumers’ usage of technological communication devices, especially smartphones. The current study contributes to this evolving research stream by examining more closely the dynamics of mechanisms that might potentially cause smartphone addiction. We propose self-efficacy and social anxiety as two underlying mechanisms and further test whether their mediating effects are consistent across …
The dark side of smartphone usage
The Influence of Message Appeal, Environmental Hyperopia, and Environmental Locus of Control on Green Policy Communication
I examined message appeal in green policy communication by clarifying the moderating roles of environmental hyperopia and individual differences in environmental locus of control. The results suggested that a guilt appeal had a greater effect in 2 conditions, that is, when a global issue was promoted to consumers with an external locus of control, or when a local issue was promoted to consumers with an internal locus of control. Guilt appeals wer…
Babyfacedness, Sex of Face Stimulus, and Social Context in Face Perception and Person Evaluation
This research investigated whether the well-documented babyface stereotypical effects are moderated by sex of face stimuli and social context. 'Medical doctor' and 'political candidate' were selected as two social contexts which differ at the private/public level. An experiment was conducted with 245 adults (M age = 38.5 yr., SD = 8.6, range = 23 to 64). Babyface effects were stronger for the babyfaced female in the political context, but greater…
Babyfacedness, Sex of Face Stimulus, and Social Context in Face Perception and Person Evaluation 1
Missing ingredients in political advertising
An increase in usage of political advertising has become a global phenomenon. Previous research on political advertising has found both intended and backlash effects, indicating that the advertising effects are likely to be moderated by message and audience factors. In this study, advertising tones (i.e., positive or negative advertising) are examined. The experimental research also examines two contingent variables—the level of voters’ political…
Framing public policy
This empirical research investigates how political sophistication moderates framing effects on public opinion and attitudes. It explores when framing effects occur and who could be immune to such framing. Experimental results with multivariate analyses indicate that political sophistication enhances or reduces framing effects in shaping public views and stances, subject to the nature of public policy. When a public policy is promoted that is perc…
A Social Landslide
Lottery advertising is focused on fantasies of winning which may mislead the general public. As a result, there could be severe social impacts with mounting lottery sales. In this study, conducted in Taiwan, it was found that lottery purchase is contingent on not only demographic and socioeconomic variables, but also on effects of lottery advertising. There are greater influences of lottery advertising on people who purchase lottery tickets than …
Who Gives What to Charity? Characteristics Affecting Donation Behavior
Giving to charities takes two major forms: time and money. In this study the authors explored whether donors/nondonors can be distinguished using demographic, socioeconomic, and psychographic variables suggested by literature across disciplines. Data were collected through a large-scale telephone survey in Taiwan. The results indicate that determinants affecting volunteering are mostly intrinsic while those for monetary donations are mostly extri…
New Government, New Language? The Third Way Discourse in Taiwan
The Third Way started as an Anglo-American ideological and political venture. It was soon followed by major European leaders, among other worldwide government heads of state, who sought to emulate the result of a high command of electoral support and a resolution to the consequences of globalisation. Despite criticism by academics and commentators for having lack of content and substance, the Third Way appeared to be rather successful in recruiti…
The Social Impacts of the Public Welfare Lottery
In Taiwan, the legalised gambling sponsored by the government-the Public Welfare Lottery-was re-introduced on January 2002. Since then, the unprecedented lottery fever has become a social phenomenon that deserves our attention. This research focuses on the 'public welfare' effects as the name of the lottery was billed. The study consists of qualitative and quantitative analyses, which has served effectively to assess the advocacy of the 'social i…
How Social Anxiety and Reduced Self-Efficacy Induce Smartphone Addiction in Materialistic People
Recent research has suggested that materialism influences consumers’ usage of technological communication devices, especially smartphones. The current study contributes to this evolving research stream by examining more closely the dynamics of mechanisms that might potentially cause smartphone addiction. We propose self-efficacy and social anxiety as two underlying mechanisms and further test whether their mediating effects are consistent across …
Framing public policy
This empirical research investigates how political sophistication moderates framing effects on public opinion and attitudes. It explores when framing effects occur and who could be immune to such framing. Experimental results with multivariate analyses indicate that political sophistication enhances or reduces framing effects in shaping public views and stances, subject to the nature of public policy. When a public policy is promoted that is perc…
Missing ingredients in political advertising
An increase in usage of political advertising has become a global phenomenon. Previous research on political advertising has found both intended and backlash effects, indicating that the advertising effects are likely to be moderated by message and audience factors. In this study, advertising tones (i.e., positive or negative advertising) are examined. The experimental research also examines two contingent variables—the level of voters’ political…
New Government, New Language? The Third Way Discourse in Taiwan
The Third Way started as an Anglo-American ideological and political venture. It was soon followed by major European leaders, among other worldwide government heads of state, who sought to emulate the result of a high command of electoral support and a resolution to the consequences of globalisation. Despite criticism by academics and commentators for having lack of content and substance, the Third Way appeared to be rather successful in recruiti…
The Social Impacts of the Public Welfare Lottery
In Taiwan, the legalised gambling sponsored by the government-the Public Welfare Lottery-was re-introduced on January 2002. Since then, the unprecedented lottery fever has become a social phenomenon that deserves our attention. This research focuses on the 'public welfare' effects as the name of the lottery was billed. The study consists of qualitative and quantitative analyses, which has served effectively to assess the advocacy of the 'social i…
New Government, New Language? The Third Way Discourse in Taiwan
The Third Way started as an Anglo-American ideological and political venture. It was soon followed by major European leaders, among other worldwide government heads of state, who sought to emulate the result of a high command of electoral support and a resolution to the consequences of globalisation. Despite criticism by academics and commentators for having lack of content and substance, the Third Way appeared to be rather successful in recruiti…
The Social Impacts of the Public Welfare Lottery
In Taiwan, the legalised gambling sponsored by the government-the Public Welfare Lottery-was re-introduced on January 2002. Since then, the unprecedented lottery fever has become a social phenomenon that deserves our attention. This research focuses on the 'public welfare' effects as the name of the lottery was billed. The study consists of qualitative and quantitative analyses, which has served effectively to assess the advocacy of the 'social i…
Who Gives What to Charity? Characteristics Affecting Donation Behavior
Giving to charities takes two major forms: time and money. In this study the authors explored whether donors/nondonors can be distinguished using demographic, socioeconomic, and psychographic variables suggested by literature across disciplines. Data were collected through a large-scale telephone survey in Taiwan. The results indicate that determinants affecting volunteering are mostly intrinsic while those for monetary donations are mostly extri…
A Social Landslide
Lottery advertising is focused on fantasies of winning which may mislead the general public. As a result, there could be severe social impacts with mounting lottery sales. In this study, conducted in Taiwan, it was found that lottery purchase is contingent on not only demographic and socioeconomic variables, but also on effects of lottery advertising. There are greater influences of lottery advertising on people who purchase lottery tickets than …
Framing public policy
This empirical research investigates how political sophistication moderates framing effects on public opinion and attitudes. It explores when framing effects occur and who could be immune to such framing. Experimental results with multivariate analyses indicate that political sophistication enhances or reduces framing effects in shaping public views and stances, subject to the nature of public policy. When a public policy is promoted that is perc…
Missing ingredients in political advertising
An increase in usage of political advertising has become a global phenomenon. Previous research on political advertising has found both intended and backlash effects, indicating that the advertising effects are likely to be moderated by message and audience factors. In this study, advertising tones (i.e., positive or negative advertising) are examined. The experimental research also examines two contingent variables—the level of voters’ political…
The dark side of smartphone usage
The Influence of Message Appeal, Environmental Hyperopia, and Environmental Locus of Control on Green Policy Communication
I examined message appeal in green policy communication by clarifying the moderating roles of environmental hyperopia and individual differences in environmental locus of control. The results suggested that a guilt appeal had a greater effect in 2 conditions, that is, when a global issue was promoted to consumers with an external locus of control, or when a local issue was promoted to consumers with an internal locus of control. Guilt appeals wer…
Babyfacedness, Sex of Face Stimulus, and Social Context in Face Perception and Person Evaluation
This research investigated whether the well-documented babyface stereotypical effects are moderated by sex of face stimuli and social context. 'Medical doctor' and 'political candidate' were selected as two social contexts which differ at the private/public level. An experiment was conducted with 245 adults (M age = 38.5 yr., SD = 8.6, range = 23 to 64). Babyface effects were stronger for the babyfaced female in the political context, but greater…
Babyfacedness, Sex of Face Stimulus, and Social Context in Face Perception and Person Evaluation 1
How Social Anxiety and Reduced Self-Efficacy Induce Smartphone Addiction in Materialistic People
Recent research has suggested that materialism influences consumers’ usage of technological communication devices, especially smartphones. The current study contributes to this evolving research stream by examining more closely the dynamics of mechanisms that might potentially cause smartphone addiction. We propose self-efficacy and social anxiety as two underlying mechanisms and further test whether their mediating effects are consistent across …
How to Use a Spokesperson’s Smile Effectively
Drawing from the social-functional perspective, this research explored the differences in consumers’ responses to two types of spokesperson’s smile: broad and slight. The authors identified two boundary conditions: consumer self-construal (independent versus interdependent) and relationship norm (communal versus exchange). The results from two studies show that a spokesperson’s broad smile is more persuasive for consumers with interdependent self…
Are Consumers Moved by a Crying Tree Or a Smiling Forest
Rivers, lakes, oceans, volcanos, and forests are anthropomorphized by featuring them with humanlike facial characteristics or presenting a personified message. Whereas prior communications research has focused on comparisons between anthropomorphism and nonanthropomorphism, the current study proposes two types of anthropomorphism based on anthropomorphic valence: positive versus negative. Results of three experiments show that negative anthropomo…
A close look at research on pursuing the right formula for cause-related marketing advertising
In a typical cause-related marketing (CRM) campaign, a company donates a percentage of product sales to a charity or nonprofit related to the chosen cause. This paper provides a comprehensive review of the literature on this subject, and briefly discusses common antecedents of CRM advertising effectiveness. The exploration of the CRM literature starts with advertising and reviews two factors: emotional appeal and execution style. We further discu…
Crying victims deserve more? how victim image, facial expression, entitativity and victim story impact charity advertising persuasiveness
We propose that the choice between presenting a single victim or a group of victims in a charity ad should take into consideration the facial expression of the victim(s), entitativity, and the victim story, since these visual and verbal cues affect donors’ emotional responses and their perceived outcome efficacy, which have an impact on charitable giving behaviors. Four experiments are conducted. When a happy facial expression is presented, an ad…
Lend a “Hand!” Enhancing Charity Advertising Persuasiveness via Donor/Donee Hand Position, Hand Gesture, and Advertising Appeal
In charity advertising, depictions of donor and donee hands are pervasive, yet their relative positions and gestures vary widely. Drawing on the stereotype content model (SCM) and processing fluency theory, this research examines how hand position (donor’s hand higher vs. lower), hand gesture (grasping vs. holding), and advertising appeal (competence vs. warmth) jointly influence charitable giving. Across four experiments, we find that when no ge…
Psychology (11 obras) · Social Psychology (11 obras) · Advertising (7 obras) · Business (7 obras) · Social Psychology (7 obras) · Sociology (7 obras) · Political science (6 obras) · Computer Science (5 obras) · Economics (5 obras) · Law (5 obras)