University of Twente Student Theses

Login

Improving the effectiveness of charitable advertising : the influence of guilt and regulatory focus framing on viewer responses to similarity-based appeals in different age groups

Hauke, Carolin (2018) Improving the effectiveness of charitable advertising : the influence of guilt and regulatory focus framing on viewer responses to similarity-based appeals in different age groups.

[img] PDF
10MB
Abstract:Due to the steadily increasing number of non-profit organizations, charitable organizations find themselves in a crowded and competitive landscape. As individual donations contribute a large percentage of their income, uncovering strategies that enhance the effectiveness of their fundraising messages is vital for their success. Possible strategies to differentiate themselves from the competition and improve the effectiveness of charitable advertisements are the use of similarity- instead of guilt-based appeals as well as regulatory focus framing. However, only little is known about their effects in the context of charitable advertising, which is why this study aims at approaching this research gap. Particularly, the research addresses whether it is possible for similarity-based appeals to completely avoid elements that are evoking guilt, or if at least a small guilt-evoking element is needed. Furthermore, the study also considers age as a possible moderator to investigate whether the so-called generation gap in fundraising originates from age-related differences in information processing. Therefore, a 2x2 between-respondents factorial design (guilt-evoking element vs. no guilt-evoking element; promotion frame vs. prevention frame) with two age groups (older adults vs. younger adults; n = 388) was conducted to examine their effects on the dependent variables attitude towards the advertisement, problem awareness, moral obligation and donation intention. The results of the study are diverse. Firstly, the findings reveal that similarity-based appeals containing an additional guilt-evoking element are more effective in generating donation intention than appeals completely avoiding feelings of guilt. Also, the results provide a deeper understanding of why this is the case, confirming that problem awareness and moral obligation are determinants for donation intention. Secondly, the results of the study do not uncover a main effect for regulatory focus framing. Finally, the study discusses future research recommendations and provides scientific and practical implications.
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/76759
Export this item as:BibTeX
EndNote
HTML Citation
Reference Manager

 

Repository Staff Only: item control page