Effects of Corporate Support of a Charity on Public Perceptions of the Charity

A quasi-experimental design (N = 517) was used to investigate the effect on audience response to a supported charity if corporate support is featured in an advertisement. The results indicate that corporate support of a charity appears not to influence audience attitudes and donation intentions for the charity. A small portion of the audience may be motivated to donate when learning of a large corporate donation to the charity. The level of individuals’ favorability for the charity was the strongest predictor of their attitudes and intentions. Gender was also a predictor of more positive charity attitudes, with females reporting more positive attitudes than males for three of four charities. Managerial implications and areas for future research are discussed.     

The Effects of the Facial Expression of Beneficiaries in Charity Appeals and Psychological Involvement on Donation Intentions

To increase the effectiveness of fundraising campaigns, many human‐need charities include pictures of beneficiaries in their ads. However, it is unclear when and why the facial expression of these beneficiaries (sad versus happy) may influence the effectiveness of charity ads. To answer these questions, an experiment was conducted to investigate the effect of the facial expression on donation intentions, while considering the moderating role of psychological involvement with charities. It found that psychological involvement with charities moderated the impact of the facial expression on donation intentions in that seeing a picture of a sad versus happy person increased intentions to give among participants with lower levels of psychological involvement, whereas the reverse was true for highly involved participants. The moderating effect of psychological involvement was fully explained by the perceived efficacy of one's donation. The findings not only contribute to our understanding of the effect of the facial expression of people pictured in charity appeals on donation behavior, but also suggest that nonprofits should tailor their ads to target potential donors with various levels of psychological involvement with charities.     

FUNDRAISING INTERMEDIARIES INHIBIT QUALITY‐DRIVEN CHARITABLE DONATIONS

Charitable donations are frequently raised by an intermediary, which accepts donations and subsequently sends the proceeds to the chairty—for example, a workplace campaign for United Way, a 5‐km walk for Susan G. Komen, or buying cookies from a local troop for the Girl Scouts. These fundraisers can greatly increase donations received by a given charity, but how do they affect what types of charities we support? This article shows intermediary fundraisers can make donors insensitive to differences in charity quality: Unattractive charities can receive the same financial support as an attractive charity. In a series of across‐subject experiments, when donations are framed as going directly to the charity, unattractive charities receive fewer and smaller contributions relative to attractive charities; however, when donations for the same charities are collected by (meaningless) intermediary fundraising campaigns, donations become indistinguishable across charities. The fundraising campaign does not affect donor recall of charity identity or evaluation of charity quality; it simply precludes donors from using these data in the donation decision. Follow‐up experiments suggest the results are driven by information overload. (JEL A13, C91, C93, D61, D64, H41)     

Who are the social media influencers? A study of public perceptions of personality

Social media influencers (SMIs) represent a new type of independent third party endorser who shape audience attitudes through blogs, tweets, and the use of other social media. A mature public relations literature has identified the characteristics of effective spokespersons, but relatively little is known about audience perceptions of the SMI. A q-sort technique identified core perceived attributes of four sample SMIs. A better understanding of the perceived personality of SMIs provides tools for optimizing an organization's SMI capital.     

The Impact of Negative Endorser Information and their Facial Appearance on Advertising Effectiveness for Profit and Not-for-Profit Organizations

This study compared consumer reactions to positive and negative information about endorsers. We analysed the effects of positive versus negative publicity about a fictitious male or female endorser with either a cold or warm facial appearance in two conditions: an ad for a profit organization and an ad for a nonprofit organization. The results show that consumers’ attitude toward the ad and the brand/charity organization is negatively affected by negative information about the endorser. Moreover, the impact of negative information of the same endorser is significantly greater for ads of profit organizations than for ads of not-for-profit organizations, especially for endorsers with a warm facial appearance. These results suggest that the risk of negative endorser information is much higher for profit organizations than for not-for-profit organizations.     

Will You Trust Me?: How Individual American Donors Respond to Informational Signals Regarding Local and Global Humanitarian Charities

When making charitable donations, individuals would like to have some assurance that their resources will be used appropriately, but they do not necessarily have the time to research charities thoroughly. Charities have thus joined voluntary regulatory programs to signal trustworthiness and good governance. We conduct a survey experiment to explore if individual donors in the United States are more willing to give to a charity participating in a voluntary regulatory program. Because voluntary programs vary in their institutional design, we further test whether the provision of third-party auditing (to ensure that charities abide by program rules and obligations) enhances donor confidence in the voluntary program. Finally, we explore whether individuals seek to circumvent information problems by donating to local charities as opposed to overseas charities. We find that charity membership in a voluntary program does not influence people’s willingness to donate significantly, but that location of operations is significant.     

Celebrity Philanthropy in China: An Analysis of Social Network Effect on Philanthropic Engagement

Celebrity philanthropy is a recent but widespread phenomenon in China. Using social network analysis, this paper seeks to answer the following questions: Is a celebrity’s position within a social network related to that celebrity’s philanthropic engagement, and how? Does a celebrity’s network position interact with normative influence to affect philanthropic engagement? What implications the study has for the development of modern philanthropy in China? Hypotheses regarding the associations between philanthropic engagement and a celebrity’s social network were tested using a sample from the “Celebrity Relationship Database.” Findings suggest that philanthropic engagement was more common in the center of the social network; under normative influence, a celebrity was more likely to engage in philanthropic activities if other members within the social network were active in philanthropic engagement; and, the effect of normative influence was stronger for celebrities who were positioned at the center of a social network than those who were positioned at the periphery. Implications for the development of modern philanthropy in China are also discussed.

     

Charity,Volunteering Type and Subjective Wellbeing

We examine the impact of volunteering and charitable donations on subjective wellbeing. We further consider if the model of the volunteering work (formal vs. informal) and the geographical location of the charity organisation (local vs. international) people donate to has any impact on subjective wellbeing. Using UK’s Community Life Survey data, we find that volunteering and engagement in charity are positively associated with subjective wellbeing, measured by individual life satisfaction. We show that while there is a positive effect of volunteering and charity on life satisfaction, the level of utility gained depends on the type of charity or volunteering organisation engaged with (i.e. local or international). Specifically, donating to local (neighbourhood) charities as opposed to international/national charities is associated with higher wellbeing. Similarly, engaging in informal volunteering, compared to formal volunteering, is associated with higher wellbeing. To explain our results, we use the construal-level theory of psychological distance, which suggests that people think more concretely of actions and objects that they find spatially and socially close.

     

Argument-inconsistency in charity appeals: Statistical information about the scope of the problem decrease helping toward a single identified victim but not helping toward many non-identified victims in a refugee crisis context

It is known that both the characteristics of the victims one can help and the existence of victims one cannot help influence economic helping decisions in suboptimal ways. The aim of this study was to systematically test if these two aspects interact with each other. In Studies 1 and 2, we created hypothetical charity appeals related to the Syrian refugee crisis and factorially manipulated characteristics of victims possible to help (one identified child/nine non-identified children) and presence of statistical information about the scope and nature of the problem (information-box absent/present). We found a significant interaction effect both when using self-rated helping intention (Study 1), and when using actual donation behavior as the dependent variable (Study 2). Statistical information decreased helping intentions toward a single identified child but had no, or even a small positive effect on helping nine non-identified children. In Study 3, non-student participants reading a charity appeal with both a story about one identified child and statistical information donated less often than participants reading appeals with either only a story about one identified child or only statistical information. We suggest that both emotional arguments (e.g., a story and picture of an identified child in need) and analytical arguments (e.g., detailed statistical information about the scope and nature of the problem) can make us more motivated to help refugees, but that mixing different argument-types can make charity appeals internally inconsistent and decrease donations.     

Public Attitudes Toward the Ethics of Organ Donation

Abstract

This study expanded on previous investigations exploring public attitudes toward the human rights issues involved in organ donation practices and personal support for these practices. Participants included college and graduate students, and senior citizens (N = 99). Attitudes were assessed prior to and following the presentation of a brief informational DVD on major organ donation practices. Results indicated that participants were largely divided in their attitudes toward human rights issues, as well as in personal support for donation practices. Registration status was correlated with education, r = .47, p < .001. Support for donation incentive programs varied. Registered donors showed a change in attitudes toward human rights issues, t(22) = 2.18, p = .04. For non-registered donors, personal support for donation practices decreased after viewing the DVD, t(51) = - 3.06, p = .004. Results are discussed in terms of implications for increasing donation.     

Examining interactions within the theory of planned behavior in the prediction of intentions to engage in cannabis-related driving behaviors

Abstract

Objective: As marijuana use becomes more available to college students through increasing legal reform, this paper seeks to examine intentions for driving under the influence of cannabis (DUIC) and riding with a high driver (RWHD) through the lens of the theory of planned behavior (TPB) and assess potential interactions between personal attitudes, subjective norms, perceived behavioral control (PBC), and sex. Participants: Undergraduate college students (N?=?311) completed online surveys in September, 2013. Method: Participants self-reported their attitudes toward DUIC, subjective norms, PBC, past DUIC and RWHD, and intentions to DUIC and RWHD. Results: Participants’ attitudes toward DUIC, subjective norms, and PBC were strongly associated with intentions to DUIC and RWHD bivariately. In regression models, attitudes and PBC were both positively and significantly related to intentions to DUIC and RWHD. Conclusions: DUIC and RWHD are concerns for college populations. Targeting personal attitudes and perceived behavioral control via interventions may reduce these behaviors.     

Reassessing Charity Trusteeship in Britain? Toward Conservatism, Not Change

The growing prominence given to charity trustees' strategy-making roles and responsibilities is encouraging reassessment of the values and purposes of trusteeship in Britain. This occurs against a background of an increasingly professionalized and managerialist charity sector. Trustees are seen, in public policy terms, as a homogeneous and leadership-oriented group, while some charity managers aspire to or are already fulfilling leadership roles. This research note reviews these developments, considering trustees' strategy-making and controlling functions, and the nature of the relations between charity staffs and trustees. It describes the development of a tentative typology by the authors, characterizing trustees' approaches to their roles, as a means of illustrating the heterogeneous rather than homogeneous nature of the overall charity trustee body. The research process, leading toward the typology's development, is outlined and critiqued. Reflections on the value of the typology are given and possible future developments in trusteeship are considered. The authors consider that those trustees willing to remain in role are likely to adopt custodial rather than entrepreneurial approaches to their trusteeship. Such a role is likely to be increasingly at odds with the role sought or adopted by senior managers in some charities, and also with the proactive model of trusteeship that is being encouraged by the regulatory systems for British charities.     

Theorizing issue-driven public attention and expectations in audience responses to corporate sociopolitical activism: A mixed-method analysis

This study develops an issue-driven framework to theorize the role of public attention, support, and expectations in audience responses to corporations’ engagement in contested issues. Based on a mixed-method study using an online survey (N = 817), we investigate how two forms of expectations—normative and predictive—are associated with motivating cognitions, attitudes toward the social impacts of corporate sociopolitical activism (CSA), and buying intentions. Thematic analysis reveals a four-quadrant typology characterized by varying degrees of public attention and support: legitimate engagement, identify alignment, emergent norm, and obscure practice. The structural equation modeling results demonstrate that predictive expectations are a consistent antecedent to the perceived company–issue fit, perceived issue salience, and issue position. In contrast, the associations between normative expectations, the perceived company–issue congruence, and cognitive involvement are contingent on issue types. Perceived advocacy fit and cognitive involvement positively predict attitudes toward the social impacts of CSA. Buycotting intentions, however, are only determined by individuals’ issue position.     

Testing the Linkages Among the Organization–Public Relationship and Attitude and Behavioral Intentions

Abstract

This research tested a model that posits the linkages among perceptions of the organization–public relationships, attitudes, and behavioral intentions toward an organization among members of a key public. Among the 6 relationship indexes proposed by Hon and J. E. Grunig (1999), perceptions of satisfaction and control mutuality were the best predictors of a positive attitude toward the organization. In this study we also found that positive attitude was a precursor to supportive behavioral intentions toward the organization.     

Charity Watchdogs and the Limits of Information-Based Regulation

Transparency concerns and the concomitant accountability challenges have motivated policy and legal scholars to explore information-based regulatory approaches. We examine their usefulness in the context of the nonprofit sector which tends to show signs of governance failure. Although nonprofits are required by law to disclose information on fund use, nonprofit donors face difficulties in accessing and interpreting information about how nonprofits are deploying resources. Charity watchdogs make this information available to donors in a convenient format. In theory, this should allow donors to reward nonprofits that devote resources to service delivery and to punish those that are less careful about controlling overheads. To test the relationship between charity ratings and donations, we examine 90 nonprofits in the state of Washington for the period 2004–2007. Drawing on ratings data provided by Charity Navigator, we find that changes in charity ratings tend not to affect donor support to these nonprofits. We explore this statistical finding via interviews with 10 charities located in Washington State. Supporting the statistical results, we find that charities believe that donors tend not to systematically embed ratings in their donation decisions. Instead, they believe that donors assess nonprofits’ effectiveness and trustworthiness via other means such as familiarity, word-of-mouth, or the visibility of the nonprofit in their community. In sum, the policy challenge is to provide information which users desire such as organizational effectiveness as opposed to basic fund allocation in the case of non-profits. What matters for policy efficacy is not how much information is provided but of what type.     

Eliciting Donor Preferences

Most charity organizations depend on contributions from the general public, but little research is conducted on donor preferences. Do donors have geographical, recipient, or thematic preferences? We designed a conjoint analysis experiment in which people rated development aid projects by donating money in dictator games. We find that our sample show strong age, gender, regional, and thematic preferences. Furthermore, we find significant differences between segments. The differences in donations are consistent with differences in donors’ attitudes toward development aid and their beliefs about differences in poverty and vulnerability of the recipients. The method here used for development projects can easily be adapted to elicit preferences for other kinds of projects that rely on gifts from private donors.     

The Sociology of Celebrity

The sociology of celebrity (and its cousin, fame) is a relatively young field, despite having identifiable classical roots. While the topic was ignored by sociologists for many years, it has recently been taken up by both theorists and empirical researchers in sociology and a variety of related fields. In this article, I evaluate the current state of the field, and identify two major themes – celebrity as pathology and celebrity as commodity – that currently dominate the literature. In addition, I suggest additional research directions that I believe will help the field develop and mature; in particular, empirically grounded and meaning‐oriented research that reflects the lived experiences of those who swim in the sea of celebrity culture everyday. What does celebrity mean to the people who produce it, consume it, engage with it and live it? To the extent that researchers take up these questions, the sociology of celebrity will continue to be a vibrant and vigorous area of study.     

Dating Infidelity in Turkish Couples: The Role of Attitudes and Intentions

Studies on dating infidelity have mostly been carried out in individualistic, Western cultures and have tended to investigate either attitudes or intentions toward infidelity in isolation from each other. The current study therefore investigated dating infidelity in a more collectivist, predominantly Muslim culture. Informed by the theory of planned behavior, it tested intentions as a potential mechanism that might account for the association between attitudes toward infidelity and reported infidelity. In doing so, the role of gender and infidelity history was also investigated in regard to attitudes and intentions toward infidelity. A sample of 420 college students (292 women) completed the Turkish versions of the Attitudes Towards Infidelity Scale and the Intentions Towards Infidelity Scale. A 2 (gender) × 2 (infidelity history: yes, no) multivariate analysis of variance (MANOVA) revealed main effects but no interaction effect. Men compared to women and cheaters compared to noncheaters reported more favorable attitudes and intentions toward infidelity. Moreover, intentions toward infidelity fully and partly mediated the association between attitudes toward infidelity and infidelity for women and men, respectively. Findings are interpreted in light of dating infidelity research, with a focus on universal and culturally specific aspects. Recommendations are made for future research.     

The effect of charitable giving by celebrities on the personal public relations

This study examined how charitable giving by entertainment celebrities influences celebrity personal public relations. Survey participants showed positive attitudes toward charitable giving. Attitudes toward charitable giving positively influenced celebrity credibility perception. Credibility also influenced attitudes toward the celebrities, which in turn positively influenced the purchase intention of their performance. Also, attitudes toward charitable donations were positively associated with attitudes toward the celebrities. Scholars and practitioners need to note charitable giving as an efficient and strategic personal public relations factor and method.     

Promoting AIDS-preventive behaviours: The role of message fear appeal and audience's characteristics

Abstract

This study was conducted to assess the effects, in terms of cognitive elaboration and behavioural intentions, of television anti-AIDS public service announcements adopting different levels of fear appeal. At the same time, the influence of audience's characteristics, such as general orientation toward risk, perceived risk of contracting AIDS, and past sexual behaviours was analyzed. 114 Italian undergraduate non-psychology students participated in a pretest-treatment-posttest experiment on voluntary basis. Subjects were randomly allocated to the exposure of three messages adopting increasing levels of fear appeal. Results both from analyses of covariance and from structural equation modelling show that: a) extreme levels of fear appeal induce negative evaluations and reduced compliance with the message; b) future preventive intentions are much more affected by past preventive behaviours than by anti-AIDS messages; c) general orientation toward risk significantly affects both past and future preventive behaviours.