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

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  • Yon Lim

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. Copyright Springer Science+Business Media Dordrecht 2015

Suggested Citation

  • Yon Lim, 2015. "Exploring persuasive message strategy for international aid campaigns: potential donors’ inter-attitudinal structure using Galileo model," Quality & Quantity: International Journal of Methodology, Springer, vol. 49(4), pages 1397-1415, July.
    • Handle: RePEc:spr:qualqt:v:49:y:2015:i:4:p:1397-1415
    DOI: 10.1007/s11135-014-0065-0
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