Donors' Beliefs about Persuasion Episodes in Chariy Advertising
Huang, Fuzhi (2008) Donors' Beliefs about Persuasion Episodes in Chariy Advertising. [Dissertation (University of Nottingham only)] (Unpublished)
Guilt appeal as a persuasion tactic has become more and more popular. In particular, research of guilt appeal has undergone changes in history from sparse studies piggybacking on fear appeals to a few studies attempting to explain guilt mechanism with cognitive dissonance theory, later to more research seeking explanation of guilt from the information processing conflict perspective, finally to many studies from guilt arousing the communication paradigm perspective which seem to search for endless separate influential factors. The prior studies on guilt appeals did not nurture much theory (Ghingold, 1980). The focus of the research is improved understanding of guilt appeals by adopting Friestad and Wright's (1994) persuasion knowledge model (PKM). PKM is one of the most prominent models in persuasion literature. Guilt appeal as a persuasion tactic in particular is also in the arena of persuasion literature at large. Besides, Hibbert et al. (2007) also full document that PKM is a good fit in exploring guilt appeals. However, Hibbert et al. (2007) has only tested two elements of the PKM (agent knowledge and persuasion knowledge) and has left aside all aspects of topic knowledge. Replicating Hibbert et al.'s (2007) research, this study further includes topic knowledge. Different from most of the studies which normally research guilt in a generic charitable context, this study focuses on the China Earthquake because disaster appeal has seldom been researched and this specific context also tends to be better in examining donors' topic knowledge.
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