Charity campaigns with promotion-framed goals are more effective than those with prevention-framed goals.
Journal
PloS one
ISSN: 1932-6203
Titre abrégé: PLoS One
Pays: United States
ID NLM: 101285081
Informations de publication
Date de publication:
2023
2023
Historique:
received:
14
11
2022
accepted:
06
05
2023
medline:
4
8
2023
pubmed:
2
8
2023
entrez:
2
8
2023
Statut:
epublish
Résumé
Proper communication with the public is crucial for encouraging private donors to make financial and non-financial donations to charities. This study compared the effectiveness of an advertising campaign that used a prevention framing for the charity's purpose and one that used a promotional framing. This experimental study was conducted online with 547 participants. The results showed that the advertising message highlighting the promotional goals of the campaign was more effective than the one based on prevention goals. This result was observed not only for the evaluation of the campaign and organization as well as behavioral intentions, but, crucially, also on the level of actual behavior.
Identifiants
pubmed: 37531321
doi: 10.1371/journal.pone.0286028
pii: PONE-D-22-31249
pmc: PMC10395818
doi:
Types de publication
Journal Article
Research Support, Non-U.S. Gov't
Langues
eng
Sous-ensembles de citation
IM
Pagination
e0286028Informations de copyright
Copyright: © 2023 Sekścińska et al. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
Déclaration de conflit d'intérêts
The authors have declared that no competing interests exist.
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