Self-Benefit Versus Other Benefit Marketing Appeals : Their Effectiveness in Generating Charitable Support (Record no. 30663)

MARC details
000 -LEADER
fixed length control field 01949pab a2200205 454500
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 140923b0 xxu||||| |||| 00| 0 eng d
040 ## - CATALOGING SOURCE
Transcribing agency Welingkar Institute of Management Development & Research, Mumbai
Original cataloging agency Welingkar Institute of Management Development & Research, Mumbai
041 ## - LANGUAGE CODE
Language code of text/sound track or separate title ENG
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number
Item number Whi
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name White Katherine
245 ## - TITLE STATEMENT
Title Self-Benefit Versus Other Benefit Marketing Appeals : Their Effectiveness in Generating Charitable Support
250 ## - EDITION STATEMENT
Edition statement 4
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc.
Name of publisher, distributor, etc. July 2009
Date of publication, distribution, etc. 0
300 ## - PHYSICAL DESCRIPTION
Extent 109-124 Pp.
490 ## - SERIES STATEMENT
Volume/sequential designation 73
520 ## - SUMMARY, ETC.
Summary, etc. Despite the growing need, nonprofit organization marketers have not yet fully delineated the most effective ways to position charitable appeals. Across five experiments, the authors test the prediction that other-benefit (self-benefit) appeals generate more favorable donation support than self-benefit (other-benefit) appeals in situations that heighten (versus minimize) public self-image concerns. Public accountability, a manipulation of public self-awareness, and individual differences in public self-consciousness all moderate the effect of appeal type on donor support. In particular, self-benefit appeals are more effective when consumers' responses are private in nature; in contrast, other-benefit appeals are more effective when consumers are publicly accountable for their responses. This effect is moderated by norm salience and is related to a desire to manage impressions by behaving in a manner consistent with normative expectations. The results have important managerial implications, suggesting that rather than simply relying on one type of marketing appeal across situations, marketers should tailor their marketing message to the situation or differentially activate public self-image concerns to match the appeal type.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Non Profit Organization Charity
856 ## - ELECTRONIC LOCATION AND ACCESS
Uniform Resource Identifier <a href="http://192.168.6.13/libsuite/mm_files/Articles/AR10849.pdf">http://192.168.6.13/libsuite/mm_files/Articles/AR10849.pdf</a>
906 ## - LOCAL DATA ELEMENT F, LDF (RLIN)
a 32297
Holdings
Withdrawn status Lost status Damaged status Not for loan Home library Current library Date acquired Cost, normal purchase price Total Checkouts Full call number Barcode Date last seen Cost, replacement price Price effective from Koha item type
        Main Library Main Library 25/07/2009 0.00   Whi AR10849 23/09/2014 0.00 23/09/2014 Articles

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