Very few studies in social marketing empirically compare the effectiveness of positive and negative appeals. This study examines the effect of positive (warmth appeal) and negative (guilt appeal) print imagery on donation behaviour to an animal welfare organisation. A quasiexperimental design was used to test the appeals, using a convenience sample of 282 university students, with each experimental group being exposed to only one type of appeal. The results indicated that negative imagery which evoked guilt was more effective than positive imagery which evoked warmth, on intention to donate money and time to the animal welfare organisation
