| Publikationstyp: | Beitrag in wissenschaftlicher Zeitschrift |
| Art der Begutachtung: | Peer review (Publikation) |
| Titel: | Guilt appeals and prosocial behavior : an experimental analysis of the effects of anticipatory vs. reactive guilt appeals on the effectiveness of blood donor appeals |
| Autor/-in: | Renner, Simone Lindenmeier, Jörg Tscheulin, Dieter K. Drevs, Florian |
| et. al: | No |
| DOI: | 10.1080/10495142.2013.816595 |
| Erschienen in: | Journal of Nonprofit & Public Sector Marketing |
| Band(Heft): | 25 |
| Heft: | 3 |
| Seite(n): | 237 |
| Seiten bis: | 255 |
| Erscheinungsdatum: | 2013 |
| Verlag / Hrsg. Institution: | Routledge |
| ISSN: | 1049-5142 1540-6997 |
| Sprache: | Englisch |
| Schlagwörter: | Blood donation; Guilt appeal; Message sidedness; Prosocial behavior |
| Fachgebiet (DDC): | 302: Soziale Interaktion 362: Gesundheits- und Sozialdienste |
| Zusammenfassung: | This study investigates the effectiveness of guilt-arousing communication in promoting prosocial behavior. By analyzing the distinct effects of anticipatory versus reactive guilt appeals, we contribute to the discussion of guilt appeals as drivers of prosocial behavior, especially blood donation. Research on persuasive communication provides the theoretical basis of our study and we validate our hypotheses by means of two 2×2 factorial between-subjects designs. We find that anticipatory rather than reactive guilt appeals are more effective in generating prosocial action tendencies. Compared to noninformational reference group influences, messages endorsed by members of informational reference groups yielded more favorable attitudinal responses. Besides their significant main effect, two-sided messages reinforce the favorable impact of anticipatory guilt appeals. The study concludes with practical implications for nonprofit organizations and public blood donor services as well as avenues for future research. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/18169 |
| Volltext Version: | Publizierte Version |
| Lizenz (gemäss Verlagsvertrag): | Lizenz gemäss Verlagsvertrag |
| Departement: | School of Management and Law |
| Organisationseinheit: | Winterthurer Institut für Gesundheitsökonomie (WIG) |
| Enthalten in den Sammlungen: | Publikationen School of Management and Law |
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Renner, S., Lindenmeier, J., Tscheulin, D. K., & Drevs, F. (2013). Guilt appeals and prosocial behavior : an experimental analysis of the effects of anticipatory vs. reactive guilt appeals on the effectiveness of blood donor appeals. Journal of Nonprofit & Public Sector Marketing, 25(3), 237–255. https://doi.org/10.1080/10495142.2013.816595
Renner, S. et al. (2013) ‘Guilt appeals and prosocial behavior : an experimental analysis of the effects of anticipatory vs. reactive guilt appeals on the effectiveness of blood donor appeals’, Journal of Nonprofit & Public Sector Marketing, 25(3), pp. 237–255. Available at: https://doi.org/10.1080/10495142.2013.816595.
S. Renner, J. Lindenmeier, D. K. Tscheulin, and F. Drevs, “Guilt appeals and prosocial behavior : an experimental analysis of the effects of anticipatory vs. reactive guilt appeals on the effectiveness of blood donor appeals,” Journal of Nonprofit & Public Sector Marketing, vol. 25, no. 3, pp. 237–255, 2013, doi: 10.1080/10495142.2013.816595.
RENNER, Simone, Jörg LINDENMEIER, Dieter K. TSCHEULIN und Florian DREVS, 2013. Guilt appeals and prosocial behavior : an experimental analysis of the effects of anticipatory vs. reactive guilt appeals on the effectiveness of blood donor appeals. Journal of Nonprofit & Public Sector Marketing. 2013. Bd. 25, Nr. 3, S. 237–255. DOI 10.1080/10495142.2013.816595
Renner, Simone, Jörg Lindenmeier, Dieter K. Tscheulin, and Florian Drevs. 2013. “Guilt Appeals and Prosocial Behavior : An Experimental Analysis of the Effects of Anticipatory vs. Reactive Guilt Appeals on the Effectiveness of Blood Donor Appeals.” Journal of Nonprofit & Public Sector Marketing 25 (3): 237–55. https://doi.org/10.1080/10495142.2013.816595.
Renner, Simone, et al. “Guilt Appeals and Prosocial Behavior : An Experimental Analysis of the Effects of Anticipatory vs. Reactive Guilt Appeals on the Effectiveness of Blood Donor Appeals.” Journal of Nonprofit & Public Sector Marketing, vol. 25, no. 3, 2013, pp. 237–55, https://doi.org/10.1080/10495142.2013.816595.
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