Nonprofit Advertising and Behavioral Intention: the Effects of Persuasive Messages on Donation and Volunteerism Page: 46
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Armitage 1998). They call for more research to determine what processes influence the factors of
TPB, and what factors of TPB influence other processes.
In an early effort to evaluate the combined effects of persuasive messages and reasoned
action, researchers assigned different groups to listen to taped messages regarding testicular
cancer (Brubaker and Fowler 1990). Results showed a significant relationship between exposure
to the message and self-reported self-examination for cancer on both behavior and intention.
Later, TPB and ELM were combined to verify the effect of persuasive messages on beliefs,
attitudes, and intentions regarding nursing care. Valois et al. (2001) demonstrated that persuasive
messages could change beliefs and attitudes among nursing students who had to provide care for
people living with HIV/AIDS, and that the persuasive communications strategy of modifying
behavioral predispositions that they implemented was effective and generated cognitive and
affective changes (Valios et al. 2001).
Still, ELM and TPB have not been examined in tandem in an experimental design-based
marketing study to explain changes in attitude and behavioral intention through exposure to
advertising messages. At best, research has demonstrated that individuals approach a specific
topic with pre-determined beliefs that, when combined with their innate message processing
abilities, can affect change in behavior. Research in this area has focused on attitudes and beliefs
in such topics as affirmative action (White, Charles, and Nelson 2008), organ donation (Bae
2008; Reid and Wood 2008), e-commerce (Lim and Dubinsky 2005), exercise (Boer and
Westhoff 2006; Jones et al. 2004; Maddock, Silbanus, and Reger-Nash 2008; Rosen 2000),
healthy eating (Chan and Tsang 2011), and transportation options (Beale and Bonsall 2007;
Stead et al. 2005).46
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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/m1/56/: accessed July 17, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .