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Not only a number: an experimental study exploring relations between guilt, perceived self-efficacy, perceived responsibility, and moral identity on donating behavior within statistical victim campaigns

Benincasa, M.A. (2020) Not only a number: an experimental study exploring relations between guilt, perceived self-efficacy, perceived responsibility, and moral identity on donating behavior within statistical victim campaigns.

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Abstract:Targeting donating behavior in Statistical Victim (SV) campaigns can support NGO efforts in funding important humanitarian activities. Such campaigns can considerably reduce the suffering of larger population groups that rely heavily on such funds, highlighting the importance of effective campaign designs. The present study aimed to identify the factors that enhance donating behavior in a Statistical Victim (SV) charity campaign and compared it to a fictional Identifiable Victim (IV) charity campaign. A 2x2x2 between-subjects design (N = 261, Mage = 25.6 SD = 8.72, 36.4% male; 63.6% female) was conducted by carrying out a MANOVA, mediation analyses, and a moderated mediation. Self-report measures were implemented for guilt and Perceived Self-Efficacy (PSE); closed single item questions were used for assessing donating behavior and Perceived Responsibility (PR), and Moral Identity Questionnaire was used to measure Moral Identity (MI). Results indicate that the type of victim used in a campaign does not influence donating behavior via either of the studied factors (Guilt, PR, PSE, MI). Findings suggest direct effects of PR and guilt on donating behavior. Additional effects of the investigated factors are presented. Altogether, the present study suggests that the type of victim used in a charity campaign does not seem to have an influence on donating behavior. Rather, a direct influence of guilt and PR on donating behavior is suggested, though further research is needed. The measure of Self-Efficacy (SE) designed to fit the purpose of this study showed good reliability and might be used in the future to fit similar purposes in the context of charity campaigns.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies BSc (56615)
Link to this item:http://purl.utwente.nl/essays/81619
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