Nonprofit Advertising and Behavioral Intention: the Effects of Persuasive Messages on Donation and Volunteerism Page: IV
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CHAPTER 4 RESULTS AND ANALYSIS.............................................................................. 68
Pre-test 1 - Data Collection and Analysis .................................................................... 68
Pre-test 2 - Advertisem ent Developm ent ........................................................................70
Pre-test 2 - Data Collection and Analysis .................................................................... 73
Final Data Collection and Analysis .................................................................................75
Results and Analysis - Study 1........................................................................................77
Hypotheses Testing - Study 1....................................................................................... 79
Exploratory Analysis - Study 1 .................................................................................... 85
Exploratory Analysis - M ediated M oderation................................................... 86
Exploratory Analysis - Involvem ent ................................................................ 87
Exploratory Analysis - Age.............................................................................. 88
Exploratory Analysis - Attitude Toward the Ad .............................................. 90
Results and Analysis - Study 2..................................................................................... 92
Hypotheses Testing - Study 2....................................................................................... 95
Exploratory Analysis - Study 2...................................................................................... 102
Exploratory Analysis - Mediated Moderation.................................................... 102
Exploratory Analysis - Involvement .................................................................. 103
Exploratory Analysis - Age................................................................................ 104
Exploratory Analysis - Attitude Toward the Ad ................................................ 105
CHAPTER5 CONCLUSIONS AND DISCUSSION ............................................................... 109
General Conclusions ....................................................................................................... 110
Contributions................................................................................................................... 112
Theoretical Implications ................................................................................................. 112
Managerial Implications - Target Audience Profiles ..................................................... 117
Managerial Implications - Strategy ................................................................................ 120
Managerial Implications - Tactics.................................................................................. 123
Limitations ...................................................................................................................... 124
Future Research .............................................................................................................. 129
APPENDIX A DEMOGRAPHIC QUESTIONNAIRE ............................................................ 134
APPENDIX B ADS USED IN STUDY .................................................................................... 137
APPENDIX C SUMMARY OF FINDINGS............................................................................. 148iv
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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/m1/6/: accessed July 17, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .