Explaining gendered responses to "help-self" and "help-others" charity ad appeals: The mediating role of world-views

This research investigates gendered responses to self-oriented (help-self) and altruistic (help-others) charitable ad appeals. Results from two studies conducted with U.S. undergraduates show that sex is a determinant of message evaluations, and that variations in moral world-views explain these gendered differences. Study One establishes sex: differences in absolute (attitude toward the ad) and comparative (ad preference) judgments toward help-self and help-others ad appeals. Females respond more favorably to the help-others appeal and males to the help-self appeal. Study Two replicates these findings from Study One and demonstrates that sex differences can be explained through a full mediation, of world-view values.