The Effects of Self-Referencing and Picture-Text Congruency on Donation Intention

• Main Authors: Lin, Ming-Yi, 林明毅
• Other Authors: LING, I-Ling
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/74434037960915966136

碩士 === 國立嘉義大學 === 行銷與運籌研究所 === 99 === Fund-raising poster stressed to touch peoples’ heart. It’s easier for people to fundraise and achieve accurately its results on marketing strategies. The purpose of this study was to understand the effect of pictures and texts on the donation intention / money, whether it would be better benefits on donation intention / money to use the "picture - text congruency" and "self - referencing" strategies. Second, with the combination of these two strategies, we think it turns out the highest efficiency when we use self-referencing or not. There experiments were conducted. Experiment 1 is a 2 (picture categories: sad / happy) between-subjects factorial experimental design. Experiment 2 is a 2 (picture categories: sad / happy) × 2 (text categories: positive / negative) between-subjects factorial experimental design, based on is about picture-text congruency or incongruence. Experiment 3 is a 2 (picture-text congruency: sad / happy) × 2 (self - referencing: yes / no) between-subjects factorial experimental design, based on self – referencing situtation. The purpose of this experiment is to investigate the main effects of self - referencing and interaction of picture-text congruency and self - referencing on the donation intention / money. The results should that pictures can affect the mood of the subjects and rise on their donation intention / money. In addition, the sad picture makes subjects eager to donate money more than happy pictures. The author verified that negative emotions will have a better effect on donation. The results of experiment 2 showed that picture-text congruency has higher donation intention / money than when researcher only shows pictures. The higher degree of negative congruency, the higher for donation intention / money is. The results of experiment 3 showed that the combination between picture-text congruency and self - referencing can turn out not only the highest positive / negative mood but also the highest donation intention / money than previous experiments. The author confirmed that self - referencing in the content could make the donation effect better than there was no self - referencing.