Thesis (Ph.D.) - Cairo University - Faculty of Commerce - Department of Business Administration

This research aims to investigate the effect of charitable ads on the prosocial behaviour and donation intentions, while identifying the moderating effect of altruism, social norms, and moral intensity. This research is expected to have a theoretical contribution through addressing the relationship between the constructs previously discussed. In addition to this, neuromarketing study relating to this area remains to be slightly scarce and limited both in terms of scope and altered methodology. Moreover, it is probable that the practice of additional neuroimaging procedures would prove valuable. The charitable advertising discipline has been less researched in Egypt after the emergence of new methodological techniques to better assess its effectiveness. Moreover, The latest studies in Neuromarketing have analysed the effect of print ads on the intention to donate, the direction of attention, and the impact of image valence on intention. However, no previous research has discussed collectively the impact of the altruism, prosocial behaviour, moral intensity on the charitable advertisement, and consequently affecting the intention to donate using Neuroscientific techniques in Egypt. The research results provides theoretical and practical implications in the charitable advertising discipline in terms of addressing the existing research gap through using the combined approach used, as well as, a beneficial direction for marketing practitioners towards effective advertisements that would positively influence their prosocial behaviour in general and consequently their intentions to donate

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