This study examines how a sadness-happiness sequential structure affects how individuals process a charity advertisement. Cognitive elaboration is measured by capturing eye-movement. A negative-positive sequential structure in the charity advertisement induces individuals to focus on the incoming messages, thus evoking positive emotions and empathy for the needy person. Empathy plays a mediating role by mitigating the negative emotions induced by the negative element of the advertisement. The study’s results demonstrate that a negative-positive sequence in a charity advertisement enhances message elaboration, thus increasing individuals’ receptivity to charity advertising messages.
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Mikyeung Bae (2020) studied this question.
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