The role of disgust sensitivity in volunteer recruitment and retention

Q3 Economics, Econometrics and Finance International Journal of Nonprofit and Voluntary Sector Marketing Pub Date : 2018-05-01 DOI:10.1002/NVSM.1597
Eric J Hamerman, Abigail B. Schneider
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引用次数: 4

Abstract

In the United States, many volunteers contribute unpaid labor to nonprofit organizations. This labor includes direct volunteer service (working in close physical proximity to individuals who receive assistance, such as homeless and elderly individuals) and indirect volunteer service (administrative or fundraising tasks that do not require direct engagement with the target population). This paper extends the marketing theory of product contagion, in which proximity to disgust-inducing stimuli devalues consumer products, to preferences for direct versus indirect volunteer activities. A study conducted among U.S.-based adults found that higher sensitivity to disgust led to a greater preference for indirect volunteer service opportunities over direct volunteer opportunities. This result—which did not differ by gender—was mediated by the likelihood that indirect (vs. direct) volunteering was perceived as representative of volunteer work. Disgust sensitivity did not predict the total amount of volunteer work performed. Implications for recruitment and retention of volunteers are discussed.
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厌恶敏感性在志愿者招募和保留中的作用
在美国,许多志愿者为非营利组织提供无偿劳动。这种劳动包括直接志愿服务(与接受援助的人,如无家可归者和老年人,身体上接近的工作)和间接志愿服务(不需要与目标人群直接接触的行政或筹款任务)。本文扩展了产品传染的营销理论,其中接近引起厌恶的刺激会降低消费者产品的价值,以及对直接和间接志愿者活动的偏好。一项在美国成年人中进行的研究发现,对厌恶的敏感度越高,间接志愿服务机会比直接志愿服务机会更受青睐。这一结果不受性别的影响,间接(与直接)志愿服务被认为是志愿工作的代表。厌恶敏感度并不能预测志愿者所做工作的总量。讨论了对征聘和保留志愿人员的影响。
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来源期刊
CiteScore
1.60
自引率
0.00%
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0
期刊介绍: International Journal of Nonprofit and Voluntary Sector Marketing provides an international forum for peer-reviewed papers and case studies on the latest techniques, thinking and best practice in marketing for the not-for-profit sector. Its objective is to provide a forum for the publication of refereed papers and practice notes which are of direct relevance to the practitioner while meeting the highest standards of intellectual rigour. In so doing, the Journal seeks to encourage communication and the sharing of expertise between all those concerned with nonprofit marketing, including those who are involved with fundraising and marketing, public relations, advertising and communications, IT and database management, academics and consultants to the sector. The main sectors covered by International Journal of Nonprofit and Voluntary Sector Marketing are: Goods and services marketing, Fundraising, Advertising and promotion, Branding and positioning, Campaigns and lobbying, Ethics and fundraising, Information technology and database management, Sponsorship, Public relations, Events management.
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