Nonprofit Advertising and Behavioral Intention: the Effects of Persuasive Messages on Donation and Volunteerism Page: 48
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Yet, no studies have examined the effects of advertising by nonprofit organizations to change
attitudes and behaviors related to support for the cause. A review of research in nonprofit causes
relying on precepts from TPB and ELM is therefore warranted.
Attitudes and Behavior in Nonprofit Research
Because nonprofit organizations are dependent on donations and volunteers to remain
operational, most rely on marketing messages to inform, educate, and convince recipients of their
messaging to support the cause in order to raise funds and generate volunteers. However,
research combining attitudes, beliefs, and behavior is extremely limited. To date, only one study
(Chan and Tsang 2011) has been found that specifically examines attitude toward an
advertisement in conjunction with TPB, and the results were disappointing. One possible
explanation is that attitude toward the ad was measured as an antecedent to behavior rather than
an outcome of the TPB constructs. In addition, other research has examined different elements of
the marketing mix, such as leaflets (Beal and Bonsall 2007; Hill and Abraham 2008), social
networking (Boer and Westhoff 2006), word of mouth (Wann-Yih, Huang, and Sou 2009), and a
full campaign (Stead et al. 2005) in the context of TPB, with results showing that marketing
messages have an effect on attitudes and behaviors toward a cause.
It seems possible then that the constructs contained within TPB - attitude toward the
behavior, subjective norms, and perceived behavioral control - and their antecedents should
shape attitude toward an ad supporting a particular nonprofit organization. However, the method
in which individuals process an advertisement also affects their behavior related to that ad (Petty,
Cacioppo, and Schumann 1983). Persuasion can produce changes in attitude that have a duration
that is related to the amount of processing extended by the individual (Cialdini, Petty, and48
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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/m1/58/: accessed July 17, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .