Hsiao-Ching Lee
Datos Biográficos
| ID | 9506938 |
|---|---|
| NOMBRE | Hsiao-Ching Lee |
| NOMBRES | Hsiao-Ching |
| APELLIDO | Lee |
| FIRMA | LEE H |
| AFILIACIONES | National Kaohsiung University of Science and Technology |
| VERIFICADO | No |
| TOTAL DE OBRAS | 4 |
| TOTAL DE CITAS | 0 |
| TOTAL COMO AUTOR | 4 |
| TOTAL COMO EDITOR | 0 |
| PRIMER AÑO DE PUBLICACIÓN | 2021 |
| AÑO MÁS RECIENTE DE PUBLICACIÓN | 2026 |
| ÍNDICE H | 0 |
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…
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…
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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…
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…
Advertising (3 obras) · Business (3 obras) · Psychology (3 obras) · Social Psychology (3 obras) · Computer Science (2 obras) · Consumer Behavior in Brand Consumption and Identification (2 obras) · Crying (2 obras) · Media Influence and Health (2 obras) · Psychology of Social Influence (2 obras) · Advertising campaign (1 obras)