Promoting Volunteerism: Effects of Self-Efficacy, Advertisement-Induced Emotional Arousal, Perceived Costs of Volunteering, and Message Framing Export

@article{citeulike:3497957, abstract = {Abstract\ \ This paper examines the extent to which communication strategies may influence willingness to volunteer. Research on persuasive advertising and the ” arousal: cost-reward” model serve as theoretical foundations. The results of two experiments indicate that advertisement-induced (ad-induced) emotional arousal, message framing, and manipulations of self-efficacy perceptions can impact willingness to volunteer. Analysis detected a significant interaction between perceived self-efficacy and message framing. In the low (high) self-efficacy condition gain frames (loss frames) were more persuasive. When gender-related differences were considered, analysis revealed that ad-induced emotional arousal and manipulations of self-efficacy had their impact solely on men's willingness to volunteer. Based on the results of the empirical analyses, implications for management and starting points for future research are presented.}, author = {Lindenmeier, J\"{o}rg}, citeulike-article-id = {3497957}, citeulike-linkout-0 = {http://dx.doi.org/10.1007/s11266-008-9054-z}, citeulike-linkout-1 = {http://www.springerlink.com/content/y2331m6281734245}, day = {29}, doi = {10.1007/s11266-008-9054-z}, journal = {Voluntas: International Journal of Voluntary and Nonprofit Organizations}, keywords = {volunteer, volunteering\_advertising}, month = {March}, number = {1}, pages = {43--65}, posted-at = {2008-11-09 13:07:11}, priority = {2}, title = {Promoting Volunteerism: Effects of Self-Efficacy, Advertisement-Induced Emotional Arousal, Perceived Costs of Volunteering, and Message Framing}, url = {http://dx.doi.org/10.1007/s11266-008-9054-z}, volume = {19}, year = {2008} }

TY - JOUR ID - citeulike:3497957 L3 - citeulike-article-id:3497957 N2 - Abstract  This paper examines the extent to which communication strategies may influence willingness to volunteer. Research on persuasive advertising and the “arousal: cost-reward” model serve as theoretical foundations. The results of two experiments indicate that advertisement-induced (ad-induced) emotional arousal, message framing, and manipulations of self-efficacy perceptions can impact willingness to volunteer. Analysis detected a significant interaction between perceived self-efficacy and message framing. In the low (high) self-efficacy condition gain frames (loss frames) were more persuasive. When gender-related differences were considered, analysis revealed that ad-induced emotional arousal and manipulations of self-efficacy had their impact solely on men’s willingness to volunteer. Based on the results of the empirical analyses, implications for management and starting points for future research are presented. IS - 1 JF - Voluntas: International Journal of Voluntary and Nonprofit Organizations EP - 65 TI - Promoting Volunteerism: Effects of Self-Efficacy, Advertisement-Induced Emotional Arousal, Perceived Costs of Volunteering, and Message Framing VL - 19 SP - 43 KW - volunteer KW - volunteering_advertising AU - Lindenmeier, Jörg PY - 2008/03/29/ UR - http://dx.doi.org/10.1007/s11266-008-9054-z ER -