Accessible Requires Authentication Published by De Gruyter Mouton March 10, 2010

The Effects of Cultural Adaptation in Fundraising Letters: The Case of Help-Self and Help-Others Appeals in a Feminine Culture

Jos Hornikx, Berna Hendriks and Denise Thijzen
From the journal


Gender has been shown to affect the persuasiveness of help-self and help-others appeals in fundraising: men prefer help-self appeals, and women help-others appeals. This gender difference has been attributed to world-view differences. Women have a care-oriented world-view and men a justice-oriented world-view – at least in masculine cultures. In feminine cultures, however, both men and women have a care-oriented world-view. The present study investigated whether in the feminine, Dutch culture the culturally adapted help-others appeal was more persuasive than the culturally unadapted help-self appeal for both men and women (N = 166). Results showed that the culturally adapted help-others appeal was the most persuasive appeal for men and women, who were both found to have a relatively care-oriented world-view.

Published Online: 2010-03-10
Published in Print: 2010-March

© 2010 Walter de Gruyter GmbH & Co. KG, Berlin/New York