This research develops a model of consumer response to charity appeals. Using the Extended Parallel Process Model from the fear appeal literature as a foundation, the current model proposes that empathy and self‐efficacy generate guilt and reduce maladaptive responses, which, in turn, shapes donation intention. The results demonstrate that the impact of empathy on charitable donation intention is fully mediated by guilt and maladaptive responses. The impact of self‐efficacy is partially mediated by guilt and maladaptive responses. Therefore, both empathy and self‐efficacy determine whether guilt or maladaptive responses result. This model clarifies the process through which guilt appeals operate, by identifying the roles of empathy and self‐efficacy.

Poor eating habits are an important public health issue that has large health and economic implications. Many food preferences are established early, but because people make more and more independent eating decisions as they move through adolescence, the transition to independent living during the university days is an important event. To study the phenomenon of food selection, the heath belief model was applied to predict the likelihood of healthy eating among university students. Structural equation modeling was used to investigate the validity of the health belief model (HBM) among 194 students, followed by gender-based analyses. The data strongly supported the HBM. Social change campaign implications are discussed.

Considerable research has been devoted to the effects of celebrity endorsers on consumer behavior. Most of the research has examined credibility or attractiveness as a determinant of message effectiveness, A review of Burke, Kelman, and Bandura's theories suggests that there may be another critical factor underlying celebrity effects — identification. A review of previous research results suggests that identification may be a viable explanation for the effectiveness of celebrity endorsers. A test of the identification effect was probed by examining people's personal concern, perceived risk, and sexual behaviors a year after Magic Johnson's announcement that he tested positive for HIV. The results of this study indicate that identification mediates message effects. This finding has important implications for media campaigns. It suggests that a spokesperson with whom the audience identifies insures the greatest likelihood of achieving lasting attitude or behavior change.