University of Twente Student Theses

Login

'We all know it, yet we ignore it' : the effect of child labour campaigns on the Dutch consumer buying behaviour: 'Does the campaign content matter?'

Jodha, S.S. (2015) 'We all know it, yet we ignore it' : the effect of child labour campaigns on the Dutch consumer buying behaviour: 'Does the campaign content matter?'.

[img] PDF
2MB
Abstract:Background: Nowadays, the Dutch government often uses campaigns to create awareness and change attitude and behavior towards a problematic situation, for example a child labour campaign. But the effectiveness of the child labour campaigns on the Dutch consumer buying behavior is not evaluated yet, nor is there evidence what type of message (rational facts or emotional images) a child labour campaign should contain to be most effective. Objectives: Present research investigated to what extent there is a difference in the effect of rational (numeric facts) and emotional (images) appeals, strengthened by mood inducers (music, voice-over or both) used in child labour campaigns on the Dutch consumer buying behavior. Method and data: One used a 2 (Emotional vs. Rational appeals) X 3 (Music vs. Voice-over vs. Music and voice-over) between subjects design. Data were collected with an online survey of which the link was posted on several social media platforms. Respondents were randomly assigned to one of the six conditions. Several analyses were executed of which a univariate, multivariate and regression analyses. Results: In total, 295 respondents filled in the questionnaire of which 66.4% were female and 33.6% were male. Results from the univariate analysis indicated no interaction effects. However, it did showed a significant main effect for campaign content on mood, indicating that emotional appeals have more effect on a person’s negative mood than rational appeals. Furthermore, results from the regression analyses indicated that credibility and persuasion knowledge were significant predictors of behavior changes which suggest that a behavior change can only be realized when a campaign is considered to be credible or when a person is not aware of the persuasive intent, which means that they should not be aware that they are being persuaded with guilt. Conclusion: This study suggests that there is no difference in the effect of rational and emotional appeals on the Dutch consumer buying behavior. In addition, mood inducers (music, voice-over, both) did not strengthened the effect of these appeals on the Dutch consumer buying behavior.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/68979
Export this item as:BibTeX
EndNote
HTML Citation
Reference Manager

 

Repository Staff Only: item control page