Abstract
The goal of this research is to understand the regulatory-fit effects of fundraising messages and the moderating role of image congruence. In Study 1, a content analysis was carried out to gauge the current practice of fundraising campaigns. Study 2 was an experiment to investigate regulatory-fit effects between regulatory-focused messages and individuals’ chronic regulatory foci. In addition, the moderating role of congruent or incongruent image with the message was examined. Findings confirmed regulatory-fit effects but also found that subjects, regardless of their chronic regulatory foci, reported the most favorable attitudes toward the nonprofit organization when exposed to the ad combining a promotion message with a prevention image. This suggests that an incongruent image, especially a prevention-focused image, might undermine the existing regulatory-fit effects. This result calls for more research efforts to understand how best to communicate fundraising needs to prospective donors.
Published Version
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