Guilt, Shame, and Non-Profit Marketing
Journal Title: Saudi Journal of Business and Management Studies - Year 2017, Vol 2, Issue 7
Abstract
Abstract: People are put into situations sometime throughout their life where they are asked, “Would you like to donate? Cause related marketing requires often guilt and shame tactics to get people to perform desired behavior, which more often than not is donating to an organization. We wanted to find to what extent does guilt and shame drive the likelihood for someone to donate? Also, what demographics are more likely to donate than others? To figure out these questions as well as others, we conducted a quantitative research study. We gathered primary data through a convenience random sampling method to continue for our descriptive research using quantitative data, then used OLS Simple Linear Regression to process the data. The following data that we found to be the most significant from our survey is focused on Age, Income, and Neuroticism. Showing that a person’s age, Income, emotional stability all have some connection as to feelings guilt or shame as the statscal driver to donate to a non-profit organization. We also found that Gender, Ethnicity, Income, and Year of School do not have an effect on a person’s likelihood to donate. We have found significant data that nonprofit organizations may benefit from for their marketing strategies. They can save money by avoiding costly marketing campaigns that target a certain gender, because gender does not drive likelihood to donate and gender does not drive susceptibility to guilt and shame tactics. They can improve their bottom line by spending it on the right age groups. Organizations should spend their money targeting age groups 25-54 because they are more susceptible to guilt and shame tactics, eventually leading to donations. Keywords: behavior, quantitative research, Neuroticism
Authors and Affiliations
Mackenzie Cox, Kiara Pierre, Raj Devasagayam
Keywords
Related Articles
- EP ID EP395846
- DOI -
- Views 137
- Downloads 0
Staff Training: Projects Implementation in Non-Governmental Organizations
Abstract:Projects implementation remain to be universal in all entities of life more so the policy makers with respect to both local and international development, but then ironically, the poor performance of projects an...
What Are the Islamic Bank Customers Attitude Determinants? A Literature Review
Abstract:The purpose of this paper is to identify the factors that influence the customers' Attitude to patronise Islamic bank by applying theory of planned behaviour. The literature on Islamic banking is extensive and f...
How Complaining Behaviors Effect on Performance in Government Industries?
Abstract:This research aims to determine the effect of emotional intelligence, complaining behavior and job satisfaction on the performance of employees. The object of this research is the employee at the office of Dinas...
New Business of LIC of India under Individual Assurance in the 21st Century: An Appraisal
Abstract: The insurance sector in India has witnessed the different phases viz. open competitive market, nationalised market, liberalised market and highly competitive market. After the foundation of IRDAI, private insur...
Unemployment and Failure of Public Enterprises: Causes and Prospects
Abstract:The study is on the rate of Unemployment in Nigeria as a result of the failure of Public Enterprises. The objective of the study therefore is to identify the impact Public Enterprises failure had on Unemploymen...