Qual Quant (2015) 49:1397–1415
Exploring persuasive message strategy for international
aid campaigns: potential donors’ inter-attitudinal
structure using Galileo model
Yon S o o Lim
Published online: 23 July 2014
© Springer Science+Business Media Dordrecht 2014
Abstract This study explored a persuasive message strategy for aid promotion by con-
sidering the structure of donors’ attitudes toward international aid. Traditional studies on
aid campaigns have usually overlooked the dynamics of inter-attitudinal structure and have
focused on message framings rather than quality message. The Galileo spatial-linkage model
represents the attitudinal structure within a spatial coordinate system. A public opinion sur-
vey with 218 college students was conducted. The results indicated that potential donors
are unconcerned about international aid; however, the attitude can be changed into a well-
disposed attitude. In this study, a persuasive message strategy was suggested. A compound
message focusing on relatively close issues to donors would facilitate positive attitude change
to participate in international aid projects.
Keywords International aid · Campaign · Galileo model · Inter-attitude · Message · Donor
Public communication campaigns aim to persuade or motivate desirable behavior changes in a
large number of people and within a speciﬁed time period by using organized communication
activities (Rogers and Storey 1987). In order to achieve this goal, campaign messages are
designed to effectively persuade target audiences by providing information on the topic.
Persuasive campaign messages basically assume that attitude change would result in desirable
behavior change. It is based on a general belief that attitudes are strongly related to behavior.
For this reason, advertising practitioners seeking a persuasive message strategy basically
consider targets’ attitudes toward the desirable behavior.
International aid campaigns can be deﬁned as communication activities to persuade poten-
tial donors to help poor people throughout the world. Traditionally, they have described the
Y. S . L i m (
School of Advertising & Public Relations, Hongik University, 2639 Sejong-ro, Jochiwon-eup,
Sejong 339-701, South Korea