Projektarbeit aus dem Jahr 2012 im Fachbereich Psychologie - Sozialpsychologie, Staffordshire University, Sprache: Deutsch, Abstract: High belief in a just world (BJW) has been previously found to impact negatively on donation generosity to dire charitable appeals, because the nature of the appeal fundamentally conflicts with the belief that the world is just. Therefore, the aim of the current study was to see if high belief in a just world would impact negatively on donation generosity to highly emotional charitable appeals, because of a similar conflict with the belief that the world is just. A between groups design was implemented with three different charitable appeal conditions, which varied in the extent to which the appeal were emotive; 'high emotion', 'medium emotion' and 'low emotion'. Two different BJW conditions were also created via a median split, these were low BJW and high BJW. A two way between subjects ANOVA found that there was no significant main effect of belief in a just world type on donation intention, but that there was a significant main effect of charitable appeal type on donation intention and that there was a significant interaction between BJW type and charitable appeal type on donation intention. Further analysis via two one way ANOVAs found that there was no significant difference in donation intention of participants with high BJW across the three charitable appeal conditions, but that there was a significant difference in donation intention of participants with low BJW type across the three charitable appeal conditions. Finally, three, unplanned, paired contrasts were conducted using Tukey's HSD on low BJW type and it was found that donation intention was significantly higher in the high emotion charitable appeal condition, when compared to the medium emotion and low emotion condition. This has been discussed in terms of the implications for charitable advertising, particularly how utilising the current research findings in combination with previous research could result in a higher number of donations when applied to an advertisement that is exposed to a specific, targeted audience that is affiliated with the charity in question.