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Abstract This research investigates gendered responses to self-oriented (help-self) and altruistic (help-others) charitable ad appeals. Results from two studies conducted with U.S. undergraduates show that sex is a determinant of message evaluations, and that variations in moral world-views explain these gendered differences. Study One establishes sex differences in absolute (attitude toward the ad) and comparative (ad preference) judgments toward help-self and help-others ad appeals. Females respond more favorably to the help-others appeal and males to the help-self appeal. Study Two replicates these findings from Study One and demonstrates that sex differences can be explained through a full mediation of world-view values.
Brunel et al. (Sun,) studied this question.