University of Twente Student Theses


Increasing charity donations for identifiable and statistical victims by a poster design

Fuschini, Giacomo (2020) Increasing charity donations for identifiable and statistical victims by a poster design.

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Abstract:This study aimed at discovering the best combination of identifiable or statistical victims, positive or negative message framing, and shocking or non-shocking images, to be used in the poster design of a charity campaign in order to increase willingness to donate. In order to do so, a study with a 2x2x2 between-subjects design was conducted, testing eight different poster designs. Manipulation checks showed that the 200 hundred participants of the test (M = 27.48 (SD = 9.24),37.5% male, 61% female, and 1,5% other) were able to correctly recognize the three variables when they were presented with the posters. However, no significant effect of message framing on willingness to donate was found. A marginally significant effect of the type of victim on willingness to donate was found, showing a higher level of willingness to donate for the identifiable victim. Shock images were found to have a significant positive effect on fear, sadness and shock. However, shock was measured by surprise and disgust, and whereas surprise had a positive effect on willingness to donate, disgust had a negative effect on the willingness to donate. This finding suggests that other types of shock would be more beneficial for charity campaigns, combining surprise with other offense elicitor. Finally, the linear regression testing the combined effect of type of victim, message framing and shock images did not give significant results. The many non-significant results are due to the several limitations of the poster design and online questionnaire. Nonetheless, the findings about shock images, shock measurement, and shock effect on willingness to donate present meaningful practical implications and present a good starting point for further research.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies BSc (56615)
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