The impact of different degrees of guilt on the effectiveness of appeals for charitable donations for children with cancer. The effect of the sense of responsibility on the guilt felt
Chaieb, Asma
The impact of different degrees of guilt on the effectiveness of appeals for charitable donations for children with cancer. The effect of the sense of responsibility on the guilt felt - 2020.
67
This article aims to study the impact of three advertising formats at different levels of intensity inscribed in the registry of guilt in appeals to charitable donations supporting the cause of children with cancer. The results showed that the relationship between guilt-stimuli and perceived guilt is curvilinear. The results also showed that the sense of responsibility triggered by the moderately guilty poster is the highest. This sense of responsibility contributes significantly to the intensity of guilt felt by potential donors and to the donation intentions expressed by them. Finally, it has been shown that the perception of manipulation, which could be engendered by the strongly guilty poster negatively affects the intention of donation.
The impact of different degrees of guilt on the effectiveness of appeals for charitable donations for children with cancer. The effect of the sense of responsibility on the guilt felt - 2020.
67
This article aims to study the impact of three advertising formats at different levels of intensity inscribed in the registry of guilt in appeals to charitable donations supporting the cause of children with cancer. The results showed that the relationship between guilt-stimuli and perceived guilt is curvilinear. The results also showed that the sense of responsibility triggered by the moderately guilty poster is the highest. This sense of responsibility contributes significantly to the intensity of guilt felt by potential donors and to the donation intentions expressed by them. Finally, it has been shown that the perception of manipulation, which could be engendered by the strongly guilty poster negatively affects the intention of donation.
Réseaux sociaux