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Kan positiv och negativ framing tolkas olika vid engångs- och månadsdonation?

Arfwedson, Rebecca LU and Stenvall, Eleonoora LU (2017) PSYK11 20171
Department of Psychology
Abstract (Swedish)
Välgörenhetsorganisationer använder sig ofta av marknadsföringsstrategier som spelar på mottagarens känslor för att samla in donationer. Fungerar denna strategi, och skiljer det sig åt när det handlar om engångsdonationer eller månadsdonationer? Det antogs vara en skillnad mellan rationella och intuitiva människor där de intuitiva skulle uppleva en psykologisk avtrubbning när de utsattes för en kontinuerlig negativ framing. Därför hypotiserades det att effekten av ett identifierat offer i en positiv och negativ framing inte fungerar på samma sätt vid engångsdonation och månadsdonation. Frågeställningen utreddes genom en enkätundersökning med 121 deltagare där majoriteten var studenter från olika universitet i Sverige. Deltagarna... (More)
Välgörenhetsorganisationer använder sig ofta av marknadsföringsstrategier som spelar på mottagarens känslor för att samla in donationer. Fungerar denna strategi, och skiljer det sig åt när det handlar om engångsdonationer eller månadsdonationer? Det antogs vara en skillnad mellan rationella och intuitiva människor där de intuitiva skulle uppleva en psykologisk avtrubbning när de utsattes för en kontinuerlig negativ framing. Därför hypotiserades det att effekten av ett identifierat offer i en positiv och negativ framing inte fungerar på samma sätt vid engångsdonation och månadsdonation. Frågeställningen utreddes genom en enkätundersökning med 121 deltagare där majoriteten var studenter från olika universitet i Sverige. Deltagarna tilldelades två olika manipulationer där den ena berörde engångsdonationer och den andra berörde månadsdonationer. Resultaten visade, i linje med tidigare forskning, att deltagarna upplevde mer känslor i en negativ framing framför en positiv framing. Resterande resultat gav inte de förväntade svaren. Donationsbeteende predicerades inte av upplevda känslor. Vid månadsdonation fick en negativ framing mer donationer än en positiv framing och vid engångsdonation uppmättes ingen skillnad. Deltagarna var i stort sett homogena i sina tankesystem och resultaten visade att de använde sig av både rationellt och intuitivt tänkande. (Less)
Abstract
Non-profit organisations often use marketing strategies that play on people’s emotions to encourage donations. Does this strategy work, and does it differ between single and monthly donations? It was hypothesized that there is a difference between rational and intuitive people where the latter would experience a psychological numbing when facing a continuous negative framing. It was therefore hypothesized that positive and negative framing of an identified victim would play out differently, for single and monthly donations. The question of interest was investigated through a survey of 121 participants, where the majority were students from different universities in Sweden. The participants were assigned two different scenarios, where one... (More)
Non-profit organisations often use marketing strategies that play on people’s emotions to encourage donations. Does this strategy work, and does it differ between single and monthly donations? It was hypothesized that there is a difference between rational and intuitive people where the latter would experience a psychological numbing when facing a continuous negative framing. It was therefore hypothesized that positive and negative framing of an identified victim would play out differently, for single and monthly donations. The question of interest was investigated through a survey of 121 participants, where the majority were students from different universities in Sweden. The participants were assigned two different scenarios, where one concerned single donations and the other monthly donations. The results indicated, in line with previous research, that the participants perceived more emotions in a negative framing in comparison with a positive framing. The remaining conclusions did not agree with the hypothesis. Donation behaviour was not mediated by emotions. The scenario with monthly donations received more donations in a negative framing than in a positive framing. No difference was measured in single donations. The participants were largely homogeneous in their reasoning styles and the results indicated that they used both rational and intuitive thinking. (Less)
Please use this url to cite or link to this publication:
author
Arfwedson, Rebecca LU and Stenvall, Eleonoora LU
supervisor
organization
alternative title
Positiv och negativ framing vid engångs- och månadsdonation
course
PSYK11 20171
year
type
M2 - Bachelor Degree
subject
keywords
positiv framing, negativ framing, månadsdonation, marknadsföringsstrategier, intuitivt tankesystem, rationellt tankesystem
language
Swedish
id
8911842
date added to LUP
2017-06-07 14:49:03
date last changed
2017-06-07 14:49:03
@misc{8911842,
  abstract     = {Non-profit organisations often use marketing strategies that play on people’s emotions to encourage donations. Does this strategy work, and does it differ between single and monthly donations? It was hypothesized that there is a difference between rational and intuitive people where the latter would experience a psychological numbing when facing a continuous negative framing. It was therefore hypothesized that positive and negative framing of an identified victim would play out differently, for single and monthly donations. The question of interest was investigated through a survey of 121 participants, where the majority were students from different universities in Sweden. The participants were assigned two different scenarios, where one concerned single donations and the other monthly donations. The results indicated, in line with previous research, that the participants perceived more emotions in a negative framing in comparison with a positive framing. The remaining conclusions did not agree with the hypothesis. Donation behaviour was not mediated by emotions. The scenario with monthly donations received more donations in a negative framing than in a positive framing. No difference was measured in single donations. The participants were largely homogeneous in their reasoning styles and the results indicated that they used both rational and intuitive thinking.},
  author       = {Arfwedson, Rebecca and Stenvall, Eleonoora},
  keyword      = {positiv framing,negativ framing,månadsdonation,marknadsföringsstrategier,intuitivt tankesystem,rationellt tankesystem},
  language     = {swe},
  note         = {Student Paper},
  title        = {Kan positiv och negativ framing tolkas olika vid engångs- och månadsdonation?},
  year         = {2017},
}