Nonprofit Advertising and Behavioral Intention: the Effects of Persuasive Messages on Donation and Volunteerism Page: III
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TABLE OF CONTENTS
Page
LIST OF TABLES......................................................................................................................... vi
LIST OF FIGURES ...................................................................................................................... vii
CH A PTER 1 IN TRO D U CTIO N ................................................................................................ 1
The N onprofit Industry Today ......................................................................................... 2
Challenges of Conceptualization .................................................................................... 3
M arketing of N onprofit Organizations ........................................................................... 7
The Proposed Research.................................................................................................... 10
M anagerial and A cadem ic Contributions ........................................................................ 12
CHAPTER 2 LITERATURE REVIEW AND HYPOTHESES................................................... 13
Theory of Planned Behavior ......................................................................................... 13
Perceived Behavioral Control........................................................................... 19
A ttitude Tow ard the Behavior ........................................................................... 22
Subjective N orm s.............................................................................................. 24
Theory of Planned Behavior in M arketing Research..................................................... 28
Persuasive Com m unications ......................................................................................... 31
A ttitude Tow ard the A dvertisem ent................................................................... 33
Social Legitim ization of the M inim um .............................................................. 35
Elaboration Likelihood M odel........................................................................... 38
Planned Behavior and Integrated Theoretical M odels.................................................. 44
A ttitudes and Behavior in N onprofit Research.............................................................. 48
CHAPTER 3 METHODS AND MEASUREMENT ................................................................54
M anipulation Testing .................................................................................................... 55
D evelopm ent of A dvertisem ents................................................................................... 58
Evaluating TPB Constructs........................................................................................... 60
Dependent M easures........................................................................................................64
Independent M easures and Covariates......................................................................... 65
D ata Collection and A nalysis......................................................................................... 6611
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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/m1/5/?rotate=270: accessed July 18, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .