Promoting Volunteerism: Effects of Self-Efficacy, Advertisement-Induced Emotional Arousal, Perceived Costs of Volunteering, and Message Framing
Voluntas: International Journal of Voluntary and Nonprofit Organizations - Tập 19 - Trang 43-65 - 2008
Tóm tắt
This paper examines the extent to which communication strategies may influence willingness to volunteer. Research on persuasive advertising and the “arousal: cost-reward” model serve as theoretical foundations. The results of two experiments indicate that advertisement-induced (ad-induced) emotional arousal, message framing, and manipulations of self-efficacy perceptions can impact willingness to volunteer. Analysis detected a significant interaction between perceived self-efficacy and message framing. In the low (high) self-efficacy condition gain frames (loss frames) were more persuasive. When gender-related differences were considered, analysis revealed that ad-induced emotional arousal and manipulations of self-efficacy had their impact solely on men’s willingness to volunteer. Based on the results of the empirical analyses, implications for management and starting points for future research are presented.
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