Exploring persuasive message strategy for international aid campaigns: potential donors’ inter-attitudinal structure using Galileo model

Exploring persuasive message strategy for international aid campaigns: potential donors’... This study explored a persuasive message strategy for aid promotion by considering 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 survey 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Quality & Quantity Springer Journals

Exploring persuasive message strategy for international aid campaigns: potential donors’ inter-attitudinal structure using Galileo model

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Publisher
Springer Journals
Copyright
Copyright © 2014 by Springer Science+Business Media Dordrecht
Subject
Social Sciences, general; Methodology of the Social Sciences; Social Sciences, general
ISSN
0033-5177
eISSN
1573-7845
D.O.I.
10.1007/s11135-014-0065-0
Publisher site
See Article on Publisher Site

Abstract

This study explored a persuasive message strategy for aid promotion by considering 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 survey 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.

Journal

Quality & QuantitySpringer Journals

Published: Jul 23, 2014

References

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