Skip to main content
The Role of Relational Self-construal in Reactions to Charity Advertisements
Self and Identity (2012)
  • K. Alex Burton, Eastern Kentucky University
  • Jonathan S. Gore, Eastern Kentucky University
  • Jennifer Sturgeon

Three studies examined the effect of relational self-construal on attitudes and behaviors toward charity advertisements after controlling for sex. In Study 1, 110 undergraduates completed a measure of relational self-construal and a questionnaire assessing liking toward charity advertisements. Study 2 (n = 121) utilized the same procedure as Study 1, but measured perceived effectiveness of the advertisements. Study 3 (n = 90) used a behavioral measure of helping. The results demonstrated that those with a highly relational self-construal had more favorable attitudes toward the advertisements and were more likely to help. This indicates that charities may consider targeting individuals who have a highly relational self-construal to receive more donations.

DOI: 10.1080/15298868.2011.583529

  • Relational self-construal,
  • Charity,
  • Advertisement
Publication Date
Citation Information
K. Alex Burton, Jonathan S. Gore and Jennifer Sturgeon. "The Role of Relational Self-construal in Reactions to Charity Advertisements" Self and Identity Vol. 11 Iss. 3 (2012)
Available at: