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This study examines the impact of message order on recipients’ responses to charity advertisements using the expectancy-contrast and negative-state relief models. The results show that a negative-positive message order evokes positive emotion, while a positive-negative order generates negative emotions. Both positive and negative emotions induced by charity advertisements affect helping intention through positive and negative empathy. This study enhances the current understanding of the roles of emotion and empathy in charity intention formation. Its results have substantial implications for increasing donations to fundraising campaigns based on charity advertisements.

The effects of message order on emotions and donation intention in charity advertising: the mediating roles of negative and positive empathy