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Quality & Quantity

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01.07.2015

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

verfasst von: Yon Soo Lim

Erschienen in: Quality & Quantity | Ausgabe 4/2015

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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.

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The 59 developmental NGOs are The ONE Campaign, Bread for the World Institute, CARE USA, DATA (Debt, AIDS, Trade, and Africa), International Medical Corps, International Rescue Committee, Mercy Corps, Oxfam America, Plan USA, Save the Children, World Concern, World Vision, A Glimmer of Hope, Action Against Hunger, American Baptist Churches, American Jewish World Service, Americans for Informed Democracy, AERDO (Association of Evangelical Relief and Development organization), Blood: Water Mission, The Child Health Site, Christian Children’s Fund, Christian Reformed World Relief Committee, Church World Service, Citizens for Global Solutions, Concern Worldwide USA, CrossRoads, Emergent Village, Engineers Without Borders USA, The Episcopal Church, Episcopal Relief and Development, FORGE, Global Health Council, Grameen Foundation USA, Habitat For Humanity, Heartland Alliance, Heifer, The Hunger Project, The Hunger Site, InterAction, Jubilee USA, Keep A Child Alive, Living Water International, Millennium Campaign, National Association of Social Workers, Nazarene Compassionate Ministries, Net Aid, Operation Blessing International, Opportunity International, Our Voice Together, RESULTS Educational Fund, Save Africa’s Children, Sojourners, The United Nations Association USA, The United Methodist Church, US Fund for UNICEF, The United Nations Foundation, World Hope International, World Hunger Year, and World Relief.

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The number of pair comparisons is based on the following formula: n(n\(-\)1)/2 (n = the number of concepts).

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The statistical tests are a temporary expedient to provide better understanding of the differences of the mean distances. The statistical results do not have any inferential implications except the dissimilarities between the distances.

The results of Levene’s test indicated that the assumption of the homogeneity of variance was violated in this data, \(F(10, 2{,}349) = 9.78; p < .01\). However, \(F\) test is generally considered a robust test. Also, in this study, the sample size of each concept pair was almost same. Thus, the results of \(F\) test for this study could be statistically meaningful.

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Titel: Exploring persuasive message strategy for international aid campaigns: potential donors’ inter-attitudinal structure using Galileo model
verfasst von: Yon Soo Lim
Publikationsdatum: 01.07.2015
Verlag: Springer Netherlands
Erschienen in: Quality & Quantity / Ausgabe 4/2015
Print ISSN: 0033-5177
Elektronische ISSN: 1573-7845
DOI: https://doi.org/10.1007/s11135-014-0065-0

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