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dc.contributor.authorRenner, Simone-
dc.contributor.authorLindenmeier, Jörg-
dc.contributor.authorTscheulin, Dieter K.-
dc.contributor.authorDrevs, Florian-
dc.date.accessioned2019-09-12T09:02:00Z-
dc.date.available2019-09-12T09:02:00Z-
dc.date.issued2013-
dc.identifier.issn1049-5142de_CH
dc.identifier.issn1540-6997de_CH
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/18169-
dc.description.abstractThis 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.de_CH
dc.language.isoende_CH
dc.publisherRoutledgede_CH
dc.relation.ispartofJournal of Nonprofit & Public Sector Marketingde_CH
dc.rightsLicence according to publishing contractde_CH
dc.subjectBlood donationde_CH
dc.subjectGuilt appealde_CH
dc.subjectMessage sidednessde_CH
dc.subjectProsocial behaviorde_CH
dc.subject.ddc302: Soziale Interaktionde_CH
dc.subject.ddc362: Gesundheits- und Sozialdienstede_CH
dc.titleGuilt appeals and prosocial behavior : an experimental analysis of the effects of anticipatory vs. reactive guilt appeals on the effectiveness of blood donor appealsde_CH
dc.typeBeitrag in wissenschaftlicher Zeitschriftde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.organisationalunitWinterthurer Institut für Gesundheitsökonomie (WIG)de_CH
dc.identifier.doi10.1080/10495142.2013.816595de_CH
zhaw.funding.euNode_CH
zhaw.issue3de_CH
zhaw.originated.zhawNode_CH
zhaw.pages.end255de_CH
zhaw.pages.start237de_CH
zhaw.publication.statuspublishedVersionde_CH
zhaw.volume25de_CH
zhaw.publication.reviewPeer review (Publikation)de_CH
zhaw.author.additionalNode_CH
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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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