Nonprofit Advertising and Behavioral Intention: the Effects of Persuasive Messages on Donation and Volunteerism Page: 75
This dissertation is part of the collection entitled: UNT Theses and Dissertations and was provided to UNT Digital Library by the UNT Libraries.
Extracted Text
The following text was automatically extracted from the image on this page using optical character recognition software:
Final Data Collection and Analysis
To collect data for the two studies, a questionnaire was created with four manipulations:
1) high injunctive norms; 2)low injunctive norms; 3) presence of "even a penny" SLM; 4)
absence of "even a penny" SLM, for which participants were grouped by manipulation. Study 1
manipulates injunctive normative (IN) messages to create a three-way interaction for each of the
TPB variables in a 2 (IN: high vs. low) x 2 (involvement: high vs. low) x 2 (ATB/SN/PBC: high
vs. low) between subjects, full-factorial design. Study 2 follows a similar procedure except that
SLM is manipulated instead of IN message, with one group seeing the "even a penny" message
and the other group seeing no such message.
For the dependent variables, donation intention was measured using the semantic
differential scale for behavioral intention (Fishbein and Ajzen 2010) and contextualized for
giving behavior. Donation amount is captured on a single-item that asks "If you were to make a
donation to this nonprofit, how much would give?" with respondents asked to enter a numerical
figure in a dollar amount. While some research questions the use of single-item scales, they have
been found to be favorable in avoiding psychometric and scaling problems, and can be as good
as multi-item measures (Bagozzi 1984; Bergkvist and Rossiter 2007; Lee, Murphy, and Neale
2009). Volunteer intention was measured using the same semantic differential scale for behavior
intention (Fishbein and Ajzen 2010) and contextualized for volunteerism. To measure Aad, the
final questionnaire captures affective, cognitive, and general evaluations of an ad (Bruner 1998;
Crites et al. 1994; Petty et al. 1997) using 10-item bipolar scales on a 7-point range. In addition,
to measure involvement with the ad, scales that capture involvement with an advertisement
message (Cox and Cox 2001) and involvement with the cause (Kirmani et al. 1999) were used.
Covariates include guilt and shame proneness (Cohen et al. 2011), attitudes toward75
Upcoming Pages
Here’s what’s next.
Search Inside
This dissertation can be searched. Note: Results may vary based on the legibility of text within the document.
Tools / Downloads
Get a copy of this page or view the extracted text.
Citing and Sharing
Basic information for referencing this web page. We also provide extended guidance on usage rights, references, copying or embedding.
Reference the current page of this Dissertation.
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/m1/85/?rotate=90: accessed July 18, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .