具有推广框架目标的慈善活动比具有预防框架目标的慈善活动更有效
Katarzyna Sekścińska1, Agata Trzcińska1, Dominika Maison1
1Faculty of Psychology, University of Warsaw, Warsaw, Poland.
PloS one
|August 2, 2023
概括
在鼓励慈善捐款方面,宣传信息比预防信息更有效. 这一发现适用于竞选评估,行为意图和实际捐助者的行为.
科学领域:
- 营销 营销 营销 营销 营销 营销
- 行为经济学是一种行为经济学.
- 非营利性的管理管理.
背景情况:
- 有效的沟通对于确保私人捐助者对慈善机构的支持至关重要.
- 了解广告中的框架效应可以优化筹款策略.
研究的目的:
- 为了比较预防框架与慈善机构推广框架广告活动的有效性.
- 确定哪个框架策略在捐助者参与和行为方面产生更好的结果.
主要方法:
- 进行了一项在线实验研究,共有547名参与者.
- 参与者接触到预防框架或促销框架的慈善广告活动.
- 通过竞选/组织评估,行为意图和实际行为来衡量有效性.
主要成果:
- 在广告的有效性方面,促销框架显著超过了预防框架.
- 这种增强的有效性在活动和组织评估中很明显.
- 促销框架也对行为意图和实际捐助者的行为产生了积极的影响.
结论:
- 强调促销目标的广告信息对慈善机构来说比关注预防目标的广告更有效.
- 促销框架不仅推动了积极的看法和意图,而且还增加了实际的捐款.
- 慈善机构应该考虑在他们的沟通策略中使用推广框架,以促进捐助者参与和财政支持.
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