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The authors develop a conceptual framework to provide a more effective integrated model for non-profit organizations, that use public service advertisements, to appeal and stimulate individuals’ helping behaviors (donations). The integrated model includes; antecedents, TV public service advertisements (affective vs. cognitive and dynamic vs. static ads), moderators (individual demographics, empathic tendencies, and involvement), mediators (responses to ads, attitude toward giving, and donation intention), and consequences (making donations). The distinct features of the model, as compared to previous models, include: (1) a more theoretical integration of variables, (2) a more logical flow of those variables, and (3) a more testable provision of research propositions. The implications for both academic and practical areas are provided.

An Integrated Model of the Effective Television PSAs on Giving Behavior