近二十年來，慈善廣告越來越多元化了。過去的研究裡多數僅聚焦討論單一慈善廣告贊助者，但其實不論是非營組織亦或是企業皆贊助慈善廣告。罪惡感訴求是一種情感訴求促使消費者的慈善捐贈行為。本研究比較非營利組織、企業與混合型，此三種廣告贊助者類型與不同配適程度的慈善對象在罪惡感訴求廣告的效果。本研究以實驗設計法進行，罪惡感訴求(罪惡感訴求 vs.非罪惡感訴求)、廣告贊助者類型(非營利組織vs.企業vs.混合型)與慈善對象之配適度(高配適程度 vs.低配適程度)三項自變數，其中混合型贊助者類型定義為品牌聯聯名或善因行銷。本研究為 2x3x2 三因子設計。總計有12種不同的廣告情境，觀察消費者在不同情境下對慈善廣告回應的廣告態度、購買意圖與對其贊助組織的態度。
罪惡感訴求真的適用於各種廣告贊助者嗎？本研究結果指出廣告贊助者類型和罪惡感訴求的兩者具有交互影響，在非營利組織與混合型的慈善廣告中，相較於非罪惡感訴求，使用罪惡感訴求確實可以獲得比較好的慈善廣告效果，但對於企業而言，卻出現相反的結果。另外研究結果指出，在以下兩種情況下罪惡感訴求反而無效：(1)在高配適程度的慈善對象之下，企業直接贊助慈善廣告，(2)在低配適程度的慈善對象之下，企業和非營利組織以混合型態贊助慈善廣告。根據此研究結果，行銷人員在設計廣告方案時，除了考慮自身的廣告贊助者身份，也需考慮和慈善對象的配適程度，輔以搭配罪惡感或非罪惡感訴求廣告，以得到最佳的廣告效果。

Charity advertising has become diversified for more than twenty years. Previous research focused on charity advertising in non-profit organization (NPO) contexts. However not only NPOs but also corporations sponsor charity ads. As one of popular emotional appeals, guilt appeals are used to promote charitable giving. This study compares three types of advertising sponsor including NPO, corporation, and mixed type with sponsor-charity fit on the effects of guilt appeal in charity advertising. The present study employs an experimental design to investigate the effects of the guilt appeals (guilt appeals vs. non-guilt appeals), type of advertising sponsor (NPO vs. corporation vs. mixed) and sponsor-charity fit (high fit vs. low fit) in charity advertising effectiveness. Mixed type is defined as brand-cause alliance or cause-related marketing. A 2x3x2 factorial design is conducted. Twelve different scenarios are established and the ad effects are measured by attitudes toward the ad, purchase intentions, and attitudes toward the ad sponsor.
Does guilt work with all types of sponsors? Results of the experiment indicate an interaction between type of advertising sponsor and guilt appeals. The guilt appeals are more effective when the NPO is the advertising sponsor or when the company frames the charity ad as CRM. However, the non-guilt appeals are more effective than the guilt appeals when a corporation is the ad sponsor. Guilt appeals are found to backfire under the two following circumstances: (1) when a corporation is the ad sponsor with a high fit between sponsor and charity, or (2) when mixed type with low sponsor-charity fit is framed in the ad. According to these findings, this study suggests that marketers should choose appropriate advertising appeals while considering their role as advertising sponsor and the sponsor-charity fit.

第一章 緒論 1
第一節 前言 1
第二節 研究背景 1
第三節 研究動機 6
第四節 研究目的與問題 8
第五節 研究架構 9
第二章 文獻回顧 11
第一節 前言 11
第二節 慈善廣告 11
第三節 罪惡感訴求 13
第四節 廣告贊助者型態 16
第五節 配適程度 24
第六節 小結 28
第三章 研究設計與方法 29
第一節 前言 29
第二節 研究假設與架構 29
第三節 前測 36
第四節 變數的操作定義與衡量 41
第五節 研究設計 48
第六節 小結 50
第四章 研究結果分析 51
第一節 前言 51
第二節 樣本背景介紹 51
第三節 量表檢測 52
第四節 研究設計之檢驗 53
第五節 研究假設之檢驗 55
第六節 研究結果綜合性討論 71
第五章 結論 73
第一節 研究結果討論 73
第二節 研究貢獻 77
第三節 研究限制 80
第四節 未來研究建議 82
第五節 小節 83
參考文獻 85
附錄一 正式問卷(非營利組織版本) 95
附錄二 正式問卷(善因行銷版本) 99
附錄三 正式問卷(非營利組織版本) 103

內政部統計處. (2010). 臺閩地區各級人民團體活動概況調查摘要分析.
別蓮蒂, & 游舒惠. (2002). 企業贊助公益活動之動機, 決策與影響因素: 廣告學研究.
李育哲. (2000). 廣告活動個案研究: 五南圖書出版股份有限公司.
胡光夏. (2005). 廣告與戰爭: 走避或共舞? 以兩次波斯灣戰爭為例. 復興崗學報, 115-136.
黃哲斌. (2011). 行善 - 第三站苗栗. 天下雜誌.
Abratt, R., Clayton, B., & Pitt, L. (1987). Corporate objectives in sports sponsorship. International Journal of Internet Marketing and Advertising, 6(4), 299-311.
Bae, J., & Cameron, G. T. (2006). Conditioning effect of prior reputation on perception of corporate giving. Public Relations Review, 32(2), 144-150.
Barone, M. J., Miyazaki, A. D., & Taylor, K. A. (2000). The influence of cause-related marketing on consumer choice: does one good turn deserve another? Journal of the Academy of Marketing Science, 28(2), 248-262.
Barr, N. A. (1993). The economics of the welfare state. 2nd ed. Stanford, CA: Stanford university press.
Basil, D. Z., Ridgway, N. M., & Basil, M. D. (2006). Guilt appeals: The mediating effect of responsibility. Psychology and Marketing, 23(12), 1035-1054.
Becker-Olsen, K. L., Cudmore, B. A., & Hill, R. P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59(1), 46-53.
Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: A framework for understanding consumers relationships with companies. Journal of Marketing, 67(2), 76-88.
Bless, H., Bohner, G., Schwarz, N., & Strack, F. (1990). Mood and persuasion. Personality and Social Psychology Bulletin, 16(2), 331-345.
Bower, A. B., & Grau, L. (2009). Explicit donations and inferred endorsements. Journal of Advertising, 38(3), 113-126.
Bronn, P. S., & Vrioni, A. B. (2001). Corporate social responsibility and cause-related marketing: an overview. International Journal of Advertising, 20(2), 207-222.
Brown, T. J., & Dacin, P. A. (1997). The company and the product: corporate associations and consumer product responses. Journal of Marketing, 61(1), 68-84.
Burnett, M. S., & Lunsford, D. A. (1994). Conceptualizing guilt in the consumer decision-making process. Journal of Consumer Marketing, 11(3), 33-43.
Campbell, M. C., & Kirmani, A. (2000). Consumer's use of persuasion knowledge: The effects of accessibility and cognitive capacity on perceptions of an influence agent. Journal of Consumer Research, 27(1), 69-83.
Carroll, A. B. (1979). A three-dimensional conceptual model of corporate performance. The Academy of Management Review, 4(4), 497-505.
Chang, C. T. (2011). Guilt appeals in cause-related marketing: The subversive roles of product type and donation magnitude. International Journal of Advertising, forthcoming.
Chang, C. T., & Lee, Y. K. (2010). Effects of message framing, vividness congruency, and statistical framing on responses to charity advertising. International Journal of Advertising 29 (2), 195-220.
Cotte, J., Coulter, R. A., & Moore, M. (2005). Enhancing or disrupting guilt: The role of ad credibility and perceived manipulative intent. Journal of Business Research, 58(3), 361-368.
Coulter, R. H., & Pinto, M. B. (1995). Guilt appeals in advertising: What are their effects? Journal of Applied Psychology, 80(6), 697-705.
Craig, C. S., & McCann, J. M. (1978). Assessing communication effects on energy conservation. Journal of Consumer Research, 5(2), 82-88.
Cutlip, S. M. (1990). Fund raising in the United States: Its role in America's philanthropy: New Brunswick, NJ: Rutgers University Press.
Dahl, D. W., Honea, H., & Manchanda, R. V. (2003). The Nature of Self-Reported Guilt in Consumption Contexts. Marketing Letters, 14(3), 159-171.
Dean, D. H. (2003). Consumer perception of corporate donations effects of company reputation for social responsibility and type of donation. Journal of Advertising, 32(4), 91-102.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of marketing Research, 28(3), 307-319.
Drumwright, M. E. (1996). Company advertising with a social dimension: The role of noneconomic criteria. Journal of Marketing, 60(4), 71-87.
Duncan, T., & Moriarty, S. E. (1997). Driving brand value: Using integrated marketing to manage profitable stakeholder relationships, New York: McGraw-Hill.
Ellen, P. S., Mohr, L. A., & Webb, D. J. (2000). Charitable programs and the retailer: Do they mix? Journal of Retailing, 76(3), 393-406.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer Behavior (8th ed.): Fort Worth, TX: The Dryden Press.
Ferguson, E., Farrell, K., & Lawrence, C. (2008). Blood donation is an act of benevolence rather than altruism. Health Psychology, 27(3), 327.
Fleck, N. D., & Quester, P. (2007). Birds of a feather flock together definition, role and measure of congruence: An application to sponsorship. Psychology and Marketing, 24(11), 975-1000.
Forehand, M. R., & Grier, S. (2003). When is honesty the best policy? The effect of stated company intent on consumer skepticism. Journal of Consumer Psychology, 13(3), 349-356.
Fourie, M. M., Rauch, H. G. L., Morgan, B. E., Ellis, G. F. R., Jordaan, E. R., & Thomas, K. G. F. (2011). Guilt and pride are heartfelt, but not equally so. Psychophysiology, 48(7), 888-899.
Ghingold, M. (1981). Guilt arousing marketing communications: An unexplored variable. in Advances in Consumer Research, 8, (Ed.), Kent Monroe, Ann Arbor, MI: Association for Consumer Research, 442-448.
Gintis, H. (2004). The genetic side of gene-culture coevolution: Internalization of norms and prosocial emotions. Journal of Economic Behavior & Organization, 53(1), 57-67.
Gwinner, K. P. (1997). A model of image creation and image transfer in event sponsorship. International Marketing Review, 14(3), 145-158.
Gwinner, K. P., & Eaton, J. (1999). Building brand image through event sponsorship: The role of image transfer. Journal of Advertising, 28(4), 47-57.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis (5th ed.): Upper Saddle River, NJ: Prentice-Hall International.
Hansmann, H. (1987). Economic theories of nonprofit organizations, in W.W. Powell (ed.) The nonprofit sector: A research handbook, Yale University Press, New Haven, Connecticut.
Hibbert, S., Smith, A., Davies, A., & Ireland, F. (2007). Guilt appeals: Persuasion knowledge and charitable giving. Psychology and Marketing, 24(8), 723-742.
Hoeffler, S., & Keller, K. L. (2002). Building brand equity through corporate societal marketing. Journal of Public Policy and Marketing, 21(1), 78-89.
Huhmann, B. A., & Brotherton, T. P. (1997). A content analysis of guilt appeals in popular magazine advertisements. Journal of Advertising, 26(2), 35-46.
Irwin, R. L., Lachowetz, T., Cornwell, T. B., & Clark, J. S. (2003). Cause-related sport sponsorship: An assessment of spectator beliefs, attitudes, and behavioral intentions. Sport Marketing Quarterly, 12(3), 131-139.
Jones, E. E., & Davis, K. E. (1966). From acts to dispositions the attribution process In person perception1. Advances in experimental social psychology, 2, 219-266.
Keller, K. L., & Aaker, D. (1998). Corporate-level marketing: The impact of credibility on a company's brand extensions. Corporate Reputation Review, 1(4), 356-380.
Kelley, H. H. (1967). Attribution theory in social psychology: Nebraska Symposium on Motivation, David Levine, (Ed.), Lincoln, NE: University of Nebraska Press.
Kim, H. S. (2011). A reputational approach examining publics' attributions on corporate social responsibility motives. Asian Journal of Communication, 21(1), 84-101.
Kotler, P., & Andreasen, A. R. (1991). Strategic marketing for nonprofit organizations.
Lafferty, B. A., & Goldsmith, R. E. (2005). Cause-brand alliances: Does the cause help the brand or does the brand help the cause? Journal of Business Research, 58(4), 423-429.
Lardinoit, T., & Derbaix, C. (2001). Sponsorship and recall of sponsors. Psychology and Marketing, 18(2), 167-190.
Larson, J. (1995). Sweet charity. Marketing Tools, 2(3),68-72.
Lascu, D. N. (1991). Consumer guilt: Examining the potential of a new marketing construct. Advances in Consumer Research, 18(1), 290-295.
Levin, B. W., & Schiller, N. G. (1998). Social class and medical decisionmaking: A neglected topic in bioethics. Cambridge Quarterly of Healthcare Ethics, 7(01), 41-56.
Lill, D. J., Gross, C. W., & Peterson, R. T. (1986). The inclusion of social-responsibility themes by magazine advertisers: A longitudinal study. Journal of Advertising, 15(2), 35-41.
Lindsey, L. L. M. (2007). Anticipated guilt as motivation to help unknown others. Communication Research, 34(4), 468-480.
Lynch, J., & Schuler, D. (1994). The matchup effect of spokesperson and product congruency: A schema theory interpretation. Psychology and Marketing, 11(5), 417-445.
lzard, C. E. (Ed.). (1977). Human Emotions. New York: Plenum Press.
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of marketing Research, 23(2), 130-143.
Madrigal, R. (2001). Social identity effects in a belief Vattitude Vintentions hierarchy: implications for corporate sponsorship. Psychology and Marketing, 18(2), 145-165.
Mandler, G. (1982). Mind and emotion. New York: R.E. Krieger Pub. Co. .
Marshall, D., & Cook, G. (1991). The corporate (sports) sponsor. International Journal of Advertising, 11(4), 307-324.
McDonald, C. (1991). Sponsorship and the image of the sponsor. European Journal of Marketing, 25(11), 31-38.
Meenaghan, J. A. (1993). Commercial sponsorship. European Journal of Marketing, 17(7), 5-73.
Menon, S., & Kahn, B. E. (2003). Corporate sponsorships of philanthropic activities: When do they impact perception of sponsor brand? Journal of Consumer Psychology, 13(3), 316-327.
Mescon, T. S., Tilson, D. J., & Desman, R. (1995). 5 corporate philanthropy: A strategic approach to the bottom line. In R.F. America (Ed.). philanthropy and Economic Development. Westport, CT: Greenwood Press.
Mohr, L. A., Eroglu, D., & Ellen, P. S. (1998). The development and testing of a measure of skepticism toward environmental claims in marketers' communications. Journal of Consumer Affairs, 32(1), 30-55.
Nan, X., & Heo, K. (2007). Consumer responses to corporate social responsibility (CSR) initiatives: Examining the role of brand-cause fit in cause-related marketing. Journal of Advertising, 36(2), 63-74.
Nisbett, R. E., & Ross, L. (1980). Human Inference: Strategies and short comings of social judgment, Englewood Cliffs, NJ：Prentice-Hall
Parker, K. (1991). Sponsorship: The research contribution. European Journal of Marketing, 25(11), 22-30.
Rifon, N. J., Choi, S. M., Trimble, C. S., & Li, H. (2004). Congruence effects in sponsorship: The mediating role of sponsor credibility and consumer attributions of sponsor motive. Journal of Advertising, 33(1), 30-42.
Roy, D. P., & Graeff, T. R. (2003). Consumer attitudes toward cause-related marketing activities in professional sports. Sport Marketing Quarterly, 12(3), 163-172.
Shigetomi, C. C., Hartmann, D. P., & Gelfand, D. M. (1981). Sex differences in children's altruistic behavior and reputations for helpfulness. Developmental Psychology, 17(4), 434.
Shipley, T., & Rawlings, S. (1970). The nonius horopter-1.History and theory. Vision Research, 10(11), 1225-1262.
Simmons, C. J., & Becker-Olsen, K. L. (2006). Achieving marketing objectives through social sponsorships. Journal of Marketing, 70(4), 154-169.
Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of marketing Research, 35(1), 30-42.
Small, D. A., & Verrochi, N. M. (2009). The face of need: Facial emotion expression on charity advertisements. Journal of Marketing Research, 46(6), 777-787.
Soscia, I., Busacca, B., & Pitrelli, E. (2008). Guilt decreasing marketing communication: An unexplored appeal. European Advances in Consumer Research, 8, 107-108.
Speed, R., & Thompson, P. (2000). Determinants of sports sponsorship response. Journal of the Academy of Marketing Science, 28(2), 226.
Strahilevitz, M., & Myers, J. G. (1998). Donations to charity as purchase incentives: How well they work may depend on what you are trying to sell. Journal of Consumer Research, 24(4), 434-446.
Stroup, M. A., Neubert, R. L., & Anderson, J. W. (1987). Doing good, doing better: Two views of social responsibility. Business Horizons, 30(2), 22-25.
Szykman, L. R., Bloom, P. N., & Blazing, J. (2004). Does corporate sponsorship of a socially-oriented message make a difference? An investigation of the effects of sponsorship identity on responses to an anti-drinking and driving message. Journal of Consumer Psychology, 14(1-2), 13-20.
Varadarajan, P. R., & Menon, A. (1988). Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy. Journal of Marketing, 52(3), 58-74.
Varadarajan, P. R., & Rajaratnam, D. (1986). Symbiotic marketing revisited. Journal of Marketing, 50(1), 7-17.
Wang, C. L. (2008). Gender differences in responding to sad emotional appeal: A moderated mediation explanation. Journal of Nonprofit & Public Sector Marketing, 19(1), 55-70.
Webb, D. J., & Mohr, L. A. (1998). A typology of consumer responses to cause-related marketing: From skeptics to socially concerned. Journal of Public Policy & Marketing, 17(2), 226-238.
Weiner, B. (1985). An attributional theory of achievement motivation and emotion. Psychological review, 92(4), 548-573.
Wolf, T. (1990). Management a nonprofit organization. New York Simon & Schuster Inc.
Yoon, Y., Gurhan-Canli, Z., & Schwarz, N. (2006). The effect of corporate social responsibility (CSR) activities on companies with bad reputations. Journal of Consumer Psychology, 16(4), 377-390.
Zarbatany, L., Hartmann, D. P., Gelfand, D. M., & Vinciguerra, P. (1985). Gender differences in altruistic reputation: Are they artifactual? Developmental Psychology, 21(1), 97-101.
Zdravkovic, S., Magnusson, P., & Stanley, S. M. (2010). Dimensions of fit between a brand and a social cause and their influence on attitudes. International Journal of Research in Marketing, 27(2), 151-160.