We study liberals and conservatives in the United States and Korea to see how they respond to charity advertising that appeals to either equality or proportionality. The findings robustly demonstrate that in both countries, liberals respond more favorably to equality appeals, but conservatives respond more favorably to proportionality appeals. Study 1, conducted in the United States, finds that liberals find equality appeals more effective, but conservatives find proportionality appeals more effective. Study 2, conducted in Korea, shows that liberals (conservatives) estimate that they are more (less) likely to receive rewards for donating when charity advertising uses equality rather than proportionality appeals.

• Younghwa Lee(Bryant University, USA)
• Sukki Yoon(Bryant University, USA)
• Youngwoo Lee(Kyunghee University, Repubic of Korea)
• Marla B. Royne(The University of Memphis, USA)