Persuasive and substantive: the impact of matching charity advertising appeal with numeric format on individual donation intentions

Purpose This study examines how charity advertising appeals and numeric formats jointly influence donation intentions, drawing on construal-level theory and dual coding theory. Design/methodology/approach Five experiments (N = 1,338) investigated the effects of numeric formats (Arabic vs verbal numerals) and charity advertising appeals (competence-based vs warmth-based) on donation intentions, with perceived fit and expected value as mediators and sense of power as a moderator. Findings Competence-based appeals were more effective with Arabic numerals, whereas warmth-based appeals were more effective with verbal numerals. Perceived fit and expected value mediated these effects and sense of power moderated the interaction. Originality/value This study shows that aligning numeric formats with appeal types enhances donation intentions, offering insights into personalized interactive marketing. It extends research on cognitive mechanisms in charity advertising and provides practical guidance for designing more effective strategies to increase engagement and donations across diverse audiences.