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Predicting public support: applying theory to prosocial behaviors

Predicting public support: applying theory to prosocial behaviors The purpose of this paper is to apply communication theory to explore and help explain public support for causes and organizations in the form of prosocial behaviors, including donating, volunteering and participating in advocacy efforts.Design/methodology/approachThrough a survey of people (n=1,275) living in the USA who indicated supporting issues they cared about in 2017, this research gathered information about motivations for providing public support for various causes and non-profit organizations.FindingsThe situational theory of problem solving (STOPS) was applied, and support was found for the STOPS model in terms of predicting communicative action. This study also found support for situational activeness influencing other behaviors, including active forms of communication, financial support, volunteer support and other forms of advocacy. Implications for practitioners managing communications or organizations involved in such efforts are discussed.Originality/valueThis research applied STOPS to study behaviors, including communication, volunteering, donating and participating in advocacy efforts as forms of prosocial behavior supporting different organizations related to many important issues. The paper provides theoretical value in terms of adding to the generalizability of the STOPS model for communications scholars and discusses practical implications for non-profit and other types of organizations. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Communication Management Emerald Publishing

Predicting public support: applying theory to prosocial behaviors

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1363-254X
DOI
10.1108/jcom-02-2019-0030
Publisher site
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Abstract

The purpose of this paper is to apply communication theory to explore and help explain public support for causes and organizations in the form of prosocial behaviors, including donating, volunteering and participating in advocacy efforts.Design/methodology/approachThrough a survey of people (n=1,275) living in the USA who indicated supporting issues they cared about in 2017, this research gathered information about motivations for providing public support for various causes and non-profit organizations.FindingsThe situational theory of problem solving (STOPS) was applied, and support was found for the STOPS model in terms of predicting communicative action. This study also found support for situational activeness influencing other behaviors, including active forms of communication, financial support, volunteer support and other forms of advocacy. Implications for practitioners managing communications or organizations involved in such efforts are discussed.Originality/valueThis research applied STOPS to study behaviors, including communication, volunteering, donating and participating in advocacy efforts as forms of prosocial behavior supporting different organizations related to many important issues. The paper provides theoretical value in terms of adding to the generalizability of the STOPS model for communications scholars and discusses practical implications for non-profit and other types of organizations.

Journal

Journal of Communication Management – Emerald Publishing

Published: Oct 28, 2019

Keywords: Activism; Public relations; Strategic communication; Non-profit sector

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