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ITS NOT WHAT YOU SAY IT IS HOW YOU SAY IT: a study about the influence of narratives and message framing on charitable donations

Lammers, Romée (2019) ITS NOT WHAT YOU SAY IT IS HOW YOU SAY IT: a study about the influence of narratives and message framing on charitable donations.

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Abstract:Due to the decline of the Dutch society’s trust towards emergency relief charities, charitable organizations find themselves in need to get back on their feet. As individual donations provide for a considerable amount of their funding, understanding ways that increase the effectiveness of charitable advertising is crucial to their success. Possible strategies that increase effectiveness in advertising are the use of gain- and loss-frames and the use of narratives. Thus, this study aims to create an understanding of these strategies, particularly, how these strategies affect young adults. The research addresses to what extent message frames and narrative usage influence donation behavior, and if the interaction of these strategies is an influence. For this, an experimental study by means of an online survey was conducted. The analyses of this study gave various results, it revealed that narratives and message framing influence how individuals perceive a charitable advertisement, but do not impact people’s intention to donate or their attitude towards the charitable organization.
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/79140
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