Title: Guilt appeals and prosocial behavior : an experimental analysis of the effects of anticipatory vs. reactive guilt appeals on the effectiveness of blood donor appeals
Authors : Renner, Simone
Lindenmeier, Jörg
Tscheulin, Dieter K.
Drevs, Florian
et. al : No
Published in : Journal of nonprofit & public sector marketing
Volume(Issue) : 25
Issue : 3
Pages : 237
Pages to: 255
Publisher / Ed. Institution : Routledge
Issue Date: 2013
License (according to publishing contract) : Licence according to publishing contract
Type of review: Peer review (publication)
Language : English
Subjects : Blood donation; Guilt appeal; Message sidedness; Prosocial behavior
Subject (DDC) : 302: Social interaction
362: Health and social services
Abstract: 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.
Departement: School of Management and Law
Organisational Unit: Winterthur Institute of Health Economics (WIG)
Publication type: Article in scientific journal
DOI : 10.1080/10495142.2013.816595
ISSN: 1049-5142
1540-6997
URI: https://digitalcollection.zhaw.ch/handle/11475/18169
Appears in Collections:Publikationen School of Management and Law

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