Advertisement Style and the Recruitment of Charity Volunteers Export

@article{citeulike:3473412, abstract = {Affective, cognitive and conative reactions to (i) altruistically focused, and (ii) egoistically orientated recruitment advertisements for charity volunteers were measured and related to individual differences in altruistic disposition among three sets of respondents. The first sample comprised 51 existing charity shop volunteers; the second consisted of 100 members of the general public who had undertaken some form of voluntary activity during the previous two years; while the third was made up of 100 people who had not completed any voluntary act over the same period. It emerged that although less altruistically inclined people responded more positively to advertisements which emphasised the material and emotional benefits of volunteering, it was not the case that people who displayed high altruistic tendency were more attracted by altruistic recruitment messages. Apparently, individuals with highly altruistic dispositions also preferred recruitment advertisements which listed the egoistical advantages accruing to voluntary work.}, author = {Bennett, Roger and Kottasz, Rita}, citeulike-article-id = {3473412}, citeulike-linkout-0 = {http://www.haworthpress.com/store/ArticleAbstract.asp?sid=MF3T72VAEN769J3B9QRMB3SGN58D1798&ID=6080}, day = {3}, journal = {Journal of Nonprofit \& Public Sector Marketing}, keywords = {volunteer, volunteer\_motivation, volunteer\_recruitment, volunteering\_advertising}, month = {July}, number = {2}, pages = {45--63}, posted-at = {2008-11-02 12:53:13}, priority = {2}, title = {Advertisement Style and the Recruitment of Charity Volunteers}, url = {http://www.haworthpress.com/store/ArticleAbstract.asp?sid=MF3T72VAEN769J3B9QRMB3SGN58D1798&ID=6080}, volume = {8}, year = {2001} }

TY - JOUR ID - citeulike:3473412 L3 - citeulike-article-id:3473412 N2 - Affective, cognitive and conative reactions to (i) altruistically focused, and (ii) egoistically orientated recruitment advertisements for charity volunteers were measured and related to individual differences in altruistic disposition among three sets of respondents. The first sample comprised 51 existing charity shop volunteers; the second consisted of 100 members of the general public who had undertaken some form of voluntary activity during the previous two years; while the third was made up of 100 people who had not completed any voluntary act over the same period. It emerged that although less altruistically inclined people responded more positively to advertisements which emphasised the material and emotional benefits of volunteering, it was not the case that people who displayed high altruistic tendency were more attracted by altruistic recruitment messages. Apparently, individuals with highly altruistic dispositions also preferred recruitment advertisements which listed the egoistical advantages accruing to voluntary work. IS - 2 JF - Journal of Nonprofit & Public Sector Marketing EP - 63 TI - Advertisement Style and the Recruitment of Charity Volunteers VL - 8 SP - 45 KW - volunteer KW - volunteer_motivation KW - volunteer_recruitment KW - volunteering_advertising AU - Bennett, Roger AU - Kottasz, Rita PY - 2001/07/03/ UR - http://www.haworthpress.com/store/ArticleAbstract.asp?sid=MF3T72VAEN769J3B9QRMB3SGN58D1798&ID=6080 ER -