How preexisting beliefs and message involvement drive charitable donations: an integrated model
E Van Steenburg, N Spears�- European Journal of Marketing, 2021 - emerald.com
E Van Steenburg, N Spears
European Journal of Marketing, 2021•emerald.comPurpose The purpose of this paper is to investigate how individuals respond to messages
asking for donations in broadcast advertising. It does so by considering both preexisting
attitudes and beliefs related to donating, as well as message processing. The goal is to
uncover messages that may help nonprofit organisations increase donations.
asking for donations in broadcast advertising. It does so by considering both preexisting
attitudes and beliefs related to donating, as well as message processing. The goal is to
uncover messages that may help nonprofit organisations increase donations.
Abstract
Purpose
The purpose of this paper is to investigate how individuals respond to messages asking for donations in broadcast advertising. It does so by considering both preexisting attitudes and beliefs related to donating, as well as message processing. The goal is to uncover messages that may help nonprofit organisations increase donations.
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