Nonprofit Advertising and Behavioral Intention: the Effects of Persuasive Messages on Donation and Volunteerism Page: 12
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2. How do preexisting attitudes and beliefs toward donating or volunteering affect an
individual's involvement with a nonprofit advertisement?
3. What effects does the interplay between involvement with the advertisement,
perceived norms, and preexisting attitudes and beliefs have on intent to donate or
volunteer?
This research will examine TPB in the context of nonprofit attitudes and beliefs, and
discover how individual process mechanisms related to ELM - central and peripheral routes
based on high and low involvement - affect outcome variables that are vital to nonprofit
survival, including donation intention, donation amount, donation range, and volunteer intention.
Attitude toward the advertisement will also be measured in relation to TPB for the first time.
Managerial and Academic Contributions
Implications for the research include ability to craft advertising messages that increase
donations, donation amounts, and volunteerism, and positively affect attitudes toward an NPO's
cause and its advertisements. Future research includes various manipulations of the elements
within the experiment's design, as well as application to the other disciplines of cause marketing
- political marketing and social marketing. Contributions to the literature will be an extension of
the integrated ELM-TPB theoretical model to include attitude toward the ad, analysis of attitude
toward the behavior and perceived behavioral control as mediating actors on a subjective norms
moderator, and, for the first time, application of the integrated theoretical model to the two
aspects unique to nonprofit organizations and that are critical to survival - donations and
volunteers.12
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Van Steenburg, Eric. Nonprofit Advertising and Behavioral Intention: the Effects of Persuasive Messages on Donation and Volunteerism, dissertation, August 2013; Denton, Texas. (https://digital.library.unt.edu/ark:/67531/metadc500011/m1/22/: accessed July 17, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .