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The ‘I’ of the beholder

This research investigates gender differences in terms of the response to altruistic and egoistic charitable appeals, and demonstrates how self-referencing can influence advertising processing under different message frames. An experiment is conducted through the internet. Self-referencing is operationalised in perceived orientation of a non-profit organisation. When self-referencing is high, the phenomenon of value congruity is observed that female participants tend to be convinced by the altruistic appeal and male counterparts are more likely to be persuaded by the egoistic appeal. More importantly, the contrast effects are found when the perceived orientation of the NPO is otherreferencing. In this case, the egoistic appeal is more effective for women and the altruistic appeal is more persuasive for men. Implications of the current findings for existing theory are discussed, along with directions for future research.