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Charity campaigns with promotion-framed goals are more effective than those with prevention-framed goals
Proper communication with the public is crucial for encouraging private donors to make financial and non-financial donations to charities. This study compared the effectiveness of an advertising campaign that used a prevention framing for the charity’s purpose and one that used a promotional framing...
Autores principales: | , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Public Library of Science
2023
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10395818/ https://www.ncbi.nlm.nih.gov/pubmed/37531321 http://dx.doi.org/10.1371/journal.pone.0286028 |
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author | Sekścińska, Katarzyna Trzcińska, Agata Maison, Dominika |
author_facet | Sekścińska, Katarzyna Trzcińska, Agata Maison, Dominika |
author_sort | Sekścińska, Katarzyna |
collection | PubMed |
description | Proper communication with the public is crucial for encouraging private donors to make financial and non-financial donations to charities. This study compared the effectiveness of an advertising campaign that used a prevention framing for the charity’s purpose and one that used a promotional framing. This experimental study was conducted online with 547 participants. The results showed that the advertising message highlighting the promotional goals of the campaign was more effective than the one based on prevention goals. This result was observed not only for the evaluation of the campaign and organization as well as behavioral intentions, but, crucially, also on the level of actual behavior. |
format | Online Article Text |
id | pubmed-10395818 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2023 |
publisher | Public Library of Science |
record_format | MEDLINE/PubMed |
spelling | pubmed-103958182023-08-03 Charity campaigns with promotion-framed goals are more effective than those with prevention-framed goals Sekścińska, Katarzyna Trzcińska, Agata Maison, Dominika PLoS One Research Article Proper communication with the public is crucial for encouraging private donors to make financial and non-financial donations to charities. This study compared the effectiveness of an advertising campaign that used a prevention framing for the charity’s purpose and one that used a promotional framing. This experimental study was conducted online with 547 participants. The results showed that the advertising message highlighting the promotional goals of the campaign was more effective than the one based on prevention goals. This result was observed not only for the evaluation of the campaign and organization as well as behavioral intentions, but, crucially, also on the level of actual behavior. Public Library of Science 2023-08-02 /pmc/articles/PMC10395818/ /pubmed/37531321 http://dx.doi.org/10.1371/journal.pone.0286028 Text en © 2023 Sekścińska et al https://creativecommons.org/licenses/by/4.0/This is an open access article distributed under the terms of the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0/) , which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. |
spellingShingle | Research Article Sekścińska, Katarzyna Trzcińska, Agata Maison, Dominika Charity campaigns with promotion-framed goals are more effective than those with prevention-framed goals |
title | Charity campaigns with promotion-framed goals are more effective than those with prevention-framed goals |
title_full | Charity campaigns with promotion-framed goals are more effective than those with prevention-framed goals |
title_fullStr | Charity campaigns with promotion-framed goals are more effective than those with prevention-framed goals |
title_full_unstemmed | Charity campaigns with promotion-framed goals are more effective than those with prevention-framed goals |
title_short | Charity campaigns with promotion-framed goals are more effective than those with prevention-framed goals |
title_sort | charity campaigns with promotion-framed goals are more effective than those with prevention-framed goals |
topic | Research Article |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10395818/ https://www.ncbi.nlm.nih.gov/pubmed/37531321 http://dx.doi.org/10.1371/journal.pone.0286028 |
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