How preexisting beliefs and message involvement drive charitable donations: an integrated model

Purpose The purpose of this paper is to investigate how individuals respond to messages asking for donations in broadcast advertising. It does so by considering both preexisting attitudes and beliefs related to donating, as well as message processing. The goal is to uncover messages that may help nonprofit organisations increase donations. Design/methodology/approach The research combines the theory of planned behaviour (TPB) to measure preexisting beliefs and the elaboration likelihood model (ELM) to measure involvement in an investigation of donation responses to broadcast-quality advertisements developed by a professional ad agency featuring the following two messages: one that leverages social norms and another that legitimises minimal giving. Two studies collected data from a total of 544 respondents in two between-subjects 2 × 2 × 2 experiments. Findings Injunctive norm messages affect the intended donation behaviour of individuals who are pre-disposed to donating, but only if they are highly involved with the ad. Social legitimisation messages affect donations from individuals who look to referents to direct behaviour, but unlike what was expected, only by those not highly involved with the ad. Similarly, individuals who do not think they can donate increased donations when they saw the legitimisation message and had low advertisement involvement. Research limitations/implications Results extend the ELM-TPB integrated framework by discovering when and how involvement drives intended donation behaviour. The research also sheds light on message processing by focussing on the preexisting characteristics of recipients. Practical implications The results provide nonprofit managers with strategies to increase donations with targeted messages. Those who pay attention to the ad and have a positive attitude toward giving are going to donate if they are told others support the cause. Therefore, the focus should be on those who are not involved with the ad but still believe giving is appropriate. Originality/value This research is the first to use the ELM-TPB framework to discover that ELM has varying utilities and values from TPB in different ad contexts.

Flow Learning Experience: Applying Marketing Theory to Serious Game Design

The aim of this study was to design a digital game that imparts the concept of urban heat island effects to aid in environmental education. Within the play-time limits, gamers must be alert to signs of warning from the environment and keep the balance between economic growth and the temperature of the environment, so they can safely manage the development of a virtual city. We investigated gamers’ learning efficiency in terms of a city’s development scale, socioeconomics and the environment, environmental sustainability, increasing areas of green metropolitan space, and heat management of environmental knowledge and gaming experience through a survey of 209 sixth graders. Interestingly, results indicate that heavy gamers are less interested in serious games; they exhibit shorter periods of concentration and lower levels of immersion. If an individual exhibits a high level of fluency in the dimensions of challenge, player skills, control, and clear goals, then she or he is able to acquire knowledge through message involvement when gaming. This allows a serious game to appear less didactic and more fun. This study explored the means by which gamers acquire procedural and descriptive knowledge related to environmental protection through gameflow and immersion.

Examining the effectiveness of WOM/eWOM communications across age-based cohorts: implications for political marketers

Purpose Political marketing is unable to reach out or influence voters as it once did. This study aims to identify means for political marketers to effectively reach to voters. Specifically, this study examines the role of different WOM/e-WOM political messages (shallow vs deep) delivered through various communication channels on voters’ message evaluation, believability, attitude towards the message and communication, message involvement, voting intentions and WOM/e-WOM intentions. Design/methodology/approach Two experimental design studies were conducted to test the research hypotheses. Data were collected from age-based voting cohorts through snowball sampling and online consumer panels. Findings The results suggest that political WOM/e-WOM messages received via different communication modes are perceived differently by age-based voting cohorts in terms of message evaluation, believability and attitudinal dispositions. The perceived credibility of the communication source makes a difference in such evaluations and dispositions. Also, the complexity of message impacts behavioral intentions of age-based voting cohorts differently. Older (younger) voter cohorts are more receptive to complex and detailed (short and brief) messages. Political message involvement mediates the relationship between message believability and voting intentions, as well as WOM/e-WOM intentions. Research limitations/implications The results are limited in terms of generalizability due to the experimental nature of the studies. Future research may seek to use actual candidates and examine the effects of moderators such as the cognition-based needs of respondents to engage in central or peripheral processing. Practical implications Political marketers can achieve greater credibility and effectiveness and partially restore political marketing’s reputation by honoring three guidelines: construct shallower (or deeper) political marketing messages when targeting younger (or older) voting cohorts through internet-connected (or traditional) delivery modes. Originality/value This paper explores an important but under-researched area in political marketing (i.e. the use of WOM/e-WOM messages in political marketing) and identifies important differences in attitudinal and behavioral dispositions of age-based voting cohorts impacted by the choice of communication mode and message complexity. Moreover, the perceived credibility of the communication source (sender) can sway communication mode preferences for age-based voting cohorts.

Impact of online advertising on adolescent’s brand attitudes

Purpose The purpose of this paper is to investigate the impact of online advertising on advertising message involvement (AMI) and brand attitude formation among adolescent consumers. More specifically, the impact of advertising copy type and individual task orientation on brand attitude is examined through the mediating role of AMI among a sample of adolescents in India. Moderating role of product’s technology intensiveness is also examined. Design/methodology/approach Experimental design with three-way factorial analysis of variance was conducted along with independent t-tests and regressions. Findings The results show that the effect of ad copy type and individual task orientation on brand attitude is mediated by AMI. While both narrative and factual ad copies are found to increase AMI among the respondents, narrative ad copies generate greater AMI when compared with factual ad copies, irrespective of respondents’ task orientation or technology intensiveness of the product. Managerial insights regarding the type of online advertising that would generate a greater AMI and more favorable brand attitude among adolescent consumers are discussed. Originality/value The contribution of this research lies in providing the empirical evidence regarding the type of online advertising that can help marketers generate a greater AMI and cultivate more favorable brand attitude among the adolescent consumers.

Message involvement and attitude towards green advertisements

Purpose Previous green research shows conflicting results regarding the relationship between environmental concern and persuasion. It has also largely overlooked the role of situational involvement. The purpose of this paper is to aim to show that message involvement influences attitude towards green advertisements. Design/methodology/approach To test the proposed model, an experimental study based on a sample of young adults in an emerging economy was used to investigate if situational involvement can produce favourable attitudes towards green advertisements. Findings Using PLS, it was found that fear and response efficacy increased message involvement which in turn was a significant predictor of attitude towards the advertisement. The findings show that advertisers can use these variables to increase message involvement. Originality/value This research extends previous studies on message involvement and expands current knowledge by showing that situational involvement predicts attitude towards green advertising.