Individual characteristics and the arousal of mixed emotions: consequences for the effectiveness of charity fundraising advertisements

Q3 Economics, Econometrics and Finance International Journal of Nonprofit and Voluntary Sector Marketing Pub Date : 2015-05-01 DOI:10.1002/NVSM.1500

R. Bennett

{"title":"Individual characteristics and the arousal of mixed emotions: consequences for the effectiveness of charity fundraising advertisements","authors":"R. Bennett","doi":"10.1002/NVSM.1500","DOIUrl":null,"url":null,"abstract":"Charities that deal with emotionally upsetting issues (severe physical disfigurement, cruelty to animals, etc.) frequently include in their fundraising materials images and messages with the potential to cause substantial psychological distress to some members of the public. Often, the materials presented arouse mixed positive and negative emotions within viewers. This study examined the influences of a number of potential antecedents of the stimulation of mixed emotions among individuals confronted with highly emotional charity fundraising advertisements. The research sought to identify the type of person most likely to experience mixed emotions when observing an emotional charity advertisement, the specific kinds of emotion felt most deeply by individuals with various characteristics, and the consequences of mixed emotions for a person's attitude towards the advertisement and for the individual's behavioural intention vis-a-vis future donations. Three made-up charity advertisements were presented to a sample of 771 respondents. A model was constructed to predict the participants' emotional reactions to the advertisements and was estimated, the results suggesting that mixed emotions represented an important determinant of both attitude towards the advertisement and the sample members' behavioural intention. \n \n \nCopyright © 2014 John Wiley & Sons, Ltd.","PeriodicalId":47178,"journal":{"name":"International Journal of Nonprofit and Voluntary Sector Marketing","volume":"37 1","pages":"188-209"},"PeriodicalIF":0.0000,"publicationDate":"2015-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"39","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Nonprofit and Voluntary Sector Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1002/NVSM.1500","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Economics, Econometrics and Finance","Score":null,"Total":0}

引用次数: 39

Abstract

Charities that deal with emotionally upsetting issues (severe physical disfigurement, cruelty to animals, etc.) frequently include in their fundraising materials images and messages with the potential to cause substantial psychological distress to some members of the public. Often, the materials presented arouse mixed positive and negative emotions within viewers. This study examined the influences of a number of potential antecedents of the stimulation of mixed emotions among individuals confronted with highly emotional charity fundraising advertisements. The research sought to identify the type of person most likely to experience mixed emotions when observing an emotional charity advertisement, the specific kinds of emotion felt most deeply by individuals with various characteristics, and the consequences of mixed emotions for a person's attitude towards the advertisement and for the individual's behavioural intention vis-a-vis future donations. Three made-up charity advertisements were presented to a sample of 771 respondents. A model was constructed to predict the participants' emotional reactions to the advertisements and was estimated, the results suggesting that mixed emotions represented an important determinant of both attitude towards the advertisement and the sample members' behavioural intention. Copyright © 2014 John Wiley & Sons, Ltd.

查看原文

微信好友朋友圈 QQ好友复制链接

本刊更多论文

个体特征与混合情绪的唤起:对慈善募捐广告效果的影响

处理情感困扰问题(严重的身体毁容，虐待动物等)的慈善机构经常在他们的筹款材料中包含可能对一些公众造成严重心理困扰的图像和信息。通常，所呈现的材料会引起观众的积极和消极的情绪。本研究考察了面对高度情绪化的慈善筹款广告的个体对混合情绪刺激的一些潜在前因的影响。该研究试图确定哪种类型的人在观看情感慈善广告时最有可能体验到混合情绪，具有不同特征的个人最深切感受到的特定情绪，以及混合情绪对一个人对广告的态度和个人对未来捐赠的行为意图的影响。研究人员向771名受访者展示了三个虚构的慈善广告。我们构建了一个模型来预测参与者对广告的情绪反应，并对其进行了估计，结果表明，混合情绪是对广告态度和样本成员行为意图的重要决定因素。版权所有©2014 John Wiley & Sons, Ltd。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文去求助

来源期刊

International Journal of Nonprofit and Voluntary Sector Marketing BUSINESS-

CiteScore

1.60

自引率

0.00%

发文量

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.