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1.3d Understanding When Hedonic Appeal Works Better Than Meaningful Appeal in Motivating Potential Givers to Provide Supports to Nonprofit Organizations
Abstract
By incorporating the mood management theory and the media entertainment literature, this paper explores when hedonic appeal becomes more effective than meaningful content in persuading individuals to support the nonprofit foundations and engage in prosocial behaviors, by considering the pre-mood state. The results indicated that hedonic appeal leads to greater volunteer intention than the meaningful appeal when people experience negative emotion before they saw the promotional campaign for a nonprofit organization. In contrast, exposure to both hedonic and meaningful appeals lead to similar volunteer willingness when people experience positive emotion before they saw the promotional campaign.
First & Corresponding Author
Janice Cho, Texas Tech University
Authors in the order to be printed.
Janice Cho, Texas Tech University; Wonseok (Eric) Jang, Texas Tech University; Soojin Kim, Louisiana State University