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Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

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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

Friday, March 29, 2019 at 8:30 AM–10:00 AM CDT

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

Additional Authors

Wonseok Eric Jang, Texas Tech University
Soojin Kim, Louisiana State University