University of Twente Student Theses
You should give because it feels good : the effects of social norms and anticipated emotion on donation intention
Dávid, K. (2023) You should give because it feels good : the effects of social norms and anticipated emotion on donation intention.
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| Abstract: | Many non-profit organizations seek new ways to fund their projects to aid and improve the lives of people and the environment with increasingly scarce resources. This study is focused on exploring the online nudging effect of social norms and anticipated emotion-based messages within online donation appeals on donation intention. There is a lack of knowledge about the effect of these persuasive messages in an online checkout charity context. An online experiment with a 3 (injunctive norm vs descriptive norm vs no norms) x 2 (anticipated emotion vs no emotion) between-subjects design was employed in this study to observe the mentioned effect. The mediating role of inference of manipulating intent (IMI), the moderator role of social conformity, and personal norm as covariant was also explored. Using an online questionnaire, the data was collected from participants (N=227) worldwide using convenience and snowball sampling. The results of the statistical analyses showed no main and interaction effects between social norm-based messages and anticipated emotion-based messages on donation intention. Furthermore, IMI, social conformity, and personal norm did not significantly affect the relationship between the donation appeal types and intention to donate. The appeal types' lack of effectiveness may be related to the channel differences of the online versus offline context, the message's valence-congruency and the norms' salience. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/94886 |
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