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The effect of marketing communication on individuals' gift-giving: Role of cause type, appeal characteristics, and donor mindset.

机译：市场营销传播对个人送礼的影响：原因类型，诉求特征和捐赠者心态的作用。

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摘要

In two essays, this dissertation focuses on an important domain of research in marketing: how marketing communications affect individuals' donation. For example, Globalgiving provides a myriad of projects for potential donors to form their own donation "portfolio". However, research till date has put up little effort in identifying the potential differences between such causes which may influence donors' portfolio decision making process. To address this issue, the first essay breaks down the donation objects/causes into two components---namely environment-focused (e.g., ozone layer depletion) and humanitarian-focused (e.g., poverty)---and examines the differential effects of individuals' holistic/analytic thinking style on environmental/humanitarian gift-giving. Six studies provide consistent evidence to show that humanitarian and environmental causes differ in specificity, abstractness, and immediacy. In addition, analytic thinkers are more willing to donate to humanitarian causes than to environmental causes, whereas holistic thinkers are equally willing to donate to both. The mechanism underlying such effects is the level of empathy aroused by different causes. To further understand the effect of marketing appeals on donation, the second essay classifies organizational communications into transaction-oriented (e.g., asking for money directly) and relation-oriented appeals (e.g., updating potential donors about the development of the institution without asking for money), and examines their differential effects on individuals' donation over time. The longitudinal analysis shows that relation-oriented communications create greater degree of psychological closeness between the organization and the potential donors; as such, they are likely to have more prolonged effects on donation behavior than transaction-oriented communications.
机译：在两篇文章中，本论文着重于营销研究的一个重要领域：营销传播如何影响个人捐赠。例如，Globalgiving为潜在的捐赠者提供了无数的项目，以形成他们自己的捐赠“投资组合”。然而，迄今为止的研究很少致力于确定这些原因之间的潜在差异，这些潜在差异可能影响捐赠者的投资组合决策过程。为了解决这个问题，第一篇文章将捐赠对象/原因分为两个部分-即以环境为重点（例如，臭氧层消耗）和以人道主义为重点（例如，贫困）-并研究了捐赠的不同影响。个人对环境/人道主义送礼的整体/分析思维方式。六项研究提供了一致的证据，表明人道主义和环境原因在特异性，抽象性和即时性方面有所不同。此外，分析型思想家更愿意为人道主义事业而不是环境事业捐款，而整体思想家同样愿意为这两项捐款。造成这种影响的机制是由不同原因引起的同情程度。为了进一步理解营销呼吁对捐赠的影响，第二篇文章将组织沟通分为面向交易的（例如，直接要求钱）和面向关系的呼吁（例如，在不要求资金的情况下向潜在捐赠者介绍机构的发展情况） ），并研究它们对个人捐赠的长期影响。纵向分析表明，面向关系的交流在组织和潜在捐助者之间建立了更大程度的心理亲密关系。因此，与面向交易的通信相比，它们对捐赠行为的影响可能会更长。

著录项

  • 作者

    Hossain, Mehdi Tanzeeb.;

  • 作者单位

    The University of Texas at Arlington.;

  • 授予单位 The University of Texas at Arlington.;
  • 学科 Business Administration Marketing.
  • 学位 Ph.D.
  • 年度 2014
  • 页码 99 p.
  • 总页数 99
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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