Nonprofit Advertising and Behavioral Intention: the Effects of Persuasive Messages on Donation and Volunteerism Page: 74
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audiences in 2012 may view a dollar as a minimum donation. However, only future research can
determine the actual cause as that was not the intent of this research. Therefore, because the
"even a penny" manipulation was significant, and because it has been used by most research
investigating SLM in the past (Andrews et al. 2008), it will be used in Study 2 of the present
research.
Finally, following the methodology recommended by Fishbein and Ajzen (2010), content
analysis was performed on the cognitive responses to the questions previously discussed (see
Pages 69-70) that are designed to elicit thoughts related to behavioral intention, normative
behavior, and control factors related to making contributions to NPOs. It was concluded that
respondents did not provide any adjectives that differed greatly from the ones used in the TPB
construct measuring attitude toward the behavior. However, in responding to the prompts
regarding referents and behavior performance, respondents indicated that "relatives" and
"employers" were other individuals or groups who they thought would have an opinion on
whether they should or should not perform the behavior. Therefore, these two referents were
added to the scale measuring the social approval covariate in the final questionnaire. In addition,
when identifying factors or circumstances that would make it easy/difficult or enable/prevent an
individual from performing the behavior being measured, respondents mentioned the inability to
have complete control over the situation, and the possibility that performing the behavior could
be beyond their capabilities. As a result, two additional items were added to the construct
measuring perceived behavioral control that read "I have complete control over whether or not I
donate to a nonprofit organization," and "Donating to a nonprofit organization is beyond my
capabilities."74
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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/m1/84/: accessed July 17, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .