Promoting Volunteerism: Effects of Self-Efficacy, Advertisement-Induced Emotional Arousal, Perceived Costs of Volunteering, and Message Framing

Abstract

This paper examines the extent to which communication strategies may influence willingness to volunteer. Research on persuasive advertising and the “arousal: cost-reward” model serve as theoretical foundations. The results of two experiments indicate that advertisement-induced (ad-induced) emotional arousal, message framing, and manipulations of self-efficacy perceptions can impact willingness to volunteer. Analysis detected a significant interaction between perceived self-efficacy and message framing. In the low (high) self-efficacy condition gain frames (loss frames) were more persuasive. When gender-related differences were considered, analysis revealed that ad-induced emotional arousal and manipulations of self-efficacy had their impact solely on men’s willingness to volunteer. Based on the results of the empirical analyses, implications for management and starting points for future research are presented.