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Charitable contributions : an experimental study in the effects of framing types on monetary donation behaviour in a door-to-door collection context.

Bax, I.L. (2018) Charitable contributions : an experimental study in the effects of framing types on monetary donation behaviour in a door-to-door collection context.

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Abstract:Door-to-door collections provide an essential source of income to charitable organisations. Unfortunately, the effectiveness of door-to-door collections in acquiring funds is declining. Prior research shows that framing can improve the effectiveness of charitable appeals. This research aims to gain insights into the effects of framing charitable appeals on donation behaviour in a door-to-door collection context. Framing types included in this research are beneficiary (other-benefit; self-benefit; self-and-other-benefit) and valence (gain frame; loss frame). A field experiment using a 2 x 3 between-subjects design was conducted (n = 528). Donation behaviour was measured by compliance and amount. Results show that when beneficiary and valence message elements were included in the charitable appeal, less people complied to the solicitation to make a monetary donation compared to when these message elements were not included. When beneficiary and valence message elements were included in the solicitation, the results show that the solicitation should best include a loss frame and address both self-and-other-benefits.
Item Type:Essay (Master)
Clients:
Nierstichting Nederland
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/74401
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