The Influence of Facial Emotion and Order Effect on Charity Donation Advertising Campaign

다국어 초록 (Multilingual Abstract)

To survive rapidly growing international competition among nonprofit organizations, one of the most important concerns of charity organizations is how to appeal potential donors and make them to donate for the poor. This study postulates how charitable advertisements could be effective for attracting more funds from potential donors. As the purpose of searching for influential advertising method, this study proposes the effect of whether Mood Maintenance Theory or Mood Regulation Theory have influence on charity donation advertisement. By using facial expression of the victim and the Order Effect, this study tried to find effective ways to enhance the happiness of the donors and lead to high amount of donation. Therefore, by using effective advertising method, competitive charity organizations would be able to survive and increase donors for victims.

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