Nonprofit Advertising and Behavioral Intention: the Effects of Persuasive Messages on Donation and Volunteerism Page: 60
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FIGURE 4
Advertisement Showing a Victim in a Highly Emotive State
Evaluating TPB Constructs
The second pre-test will also contain testing of the items within the constructs of TPB as
recommended by Fishbein and Ajzen (2010) as well as provide an opportunity to capture more
salient nomological items for use in final data gathering. It is recommended that behavior of
interest be clearly defined in terms of its target, action, context, and time elements (Fishbein and
Ajzen 2010). In this research, donation behavior is defined as "making a personal financial
contribution to an organization in exchange for a non-tangible return." As the research will be
measuring intention (intent to donate) rather than behavior (actual donations), time is not
relevant. However, the audience for the research is citizens living in a large metropolitan area in
the United States because the context for the research will be donating to an NPO with a cause of60
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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/m1/70/: accessed July 17, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .