To increase the effectiveness of fundraising campaigns, many human-need charities include pictures of beneficiaries in their ads. However, it is unclear when and why the facial expression of these beneficiaries (sad versus happy) may influence the effectiveness of charity ads. To answer these questions, an experiment was conducted to investigate the effect of the facial expression on donation intentions, while considering the moderating role of psychological involvement with charities. It found that psychological involvement with charities moderated the impact of the facial expression on donation intentions in that seeing a picture of a sad versus happy person increased intentions to give among participants with lower levels of psychological involvement, whereas the reverse was true for highly involved participants. The moderating effect of psychological involvement was fully explained by the perceived efficacy of one ' s donation. The findings not only contribute to our understanding of the effect of the facial expression of people pictured in charity appeals on donation behavior, but also suggest that nonprofits should tailor their ads to target potential donors with various levels of psychological involvement with charities.

In the present study, high-density event-related potentials were recorded to examine the electrophysiological correlates of logogriph problem solving in using a new experimental paradigm (learning-testing model) that was adopted in order to enable subjects to find a solution on their own initiative. For each trial, subjects were given a target logogriph followed by three types of base logogriphs: surface similarity logogriphs (SUSL, the base logogriph and target logogriph share some same words), structural similarity logogriphs (STSL, the base and target logogriphs do not have any words in common), and baseline logogriphs (BSL, the base and target logogriphs are all simple character-generation tasks). The results demonstrated a more negative event-related potential deflection during STSL than during SUSL in both the 300-500 and 1,100-1,300 ms time windows, most likely reflecting the breaking of mental sets during insight-like problem solving. Moreover, SUSL and STSL demonstrated greater positivity than BSL in a time window between 900 and 1,700 ms, possibly reflecting processes such as forming novel associations.

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Drawing from research on food consumption, conceptual metaphors, and assimilation and contrast, we examine how exposure to romantic stimuli (e.g., watching a romantic ad, reading a romantic note) affects consumers’ subsequent consumption of sweets. Across five studies, we find that romantic stimuli exposure increases sweet food consumption among abstract thinkers but reduces sweet food intake among concrete thinkers. We also identify the moderating role of metaphor content on this finding such that the effects of romantic exposure on the consumption of sweets occur only when the metaphoric association between love and sweetness is highlighted but dissipate when a competing metaphor is accentuated.