IDEAS home Printed from https://ideas.repec.org/p/hal/journl/halshs-00566192.html
   My bibliography  Save this paper

L'utilisation de la culpabilité en collecte de fonds : une étude exploratoire des réactions des récepteurs

Author

Listed:
  • Camille Chédotal

    (DMSP - Dauphine marketing, stratégie, prospective - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres)

Abstract

Guilt is a common emotion used by charities in their fundraising mailings. But is it effective to trigger guilt at the receiver in order to support a cause? This communication aims to identify what are the emotionnal, cognitive and behavioral responses of the receivers of guilt messages. To this end, an exploratory qualitative study was conducted among 20 individuals, donors or non-donors. This study reveals that donors and non-donors do not react the same way to the guilt stimuli: a lowest level of guilt is more effective for donors while non-donors react more strongly to a strong guilt mailing.

Suggested Citation

  • Camille Chédotal, 2009. "L'utilisation de la culpabilité en collecte de fonds : une étude exploratoire des réactions des récepteurs," Post-Print halshs-00566192, HAL.
    • Handle: RePEc:hal:journl:halshs-00566192
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00566192
    as

    Download full text from publisher

    File URL: https://shs.hal.science/halshs-00566192/document
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. repec:dau:papers:123456789/4255 is not listed on IDEAS
    2. Sargeant, Adrian & Ford, John B. & West, Douglas C., 2006. "Perceptual determinants of nonprofit giving behavior," Journal of Business Research, Elsevier, vol. 59(2), pages 155-165, February.
    3. Cotte, June & Coulter, Robin A. & Moore, Melissa, 2005. "Enhancing or disrupting guilt: the role of ad credibility and perceived manipulative intent," Journal of Business Research, Elsevier, vol. 58(3), pages 361-368, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Minguez, Ana & Javier Sese, F., 2022. "Why do you want a relationship, anyway? Consent to receive marketing communications and donors’ willingness to engage with nonprofits," Journal of Business Research, Elsevier, vol. 148(C), pages 356-367.
    2. Sirieix, Lucie & Lála, Jan & Kocmanová, Klára, 2017. "Understanding the antecedents of consumers' attitudes towards doggy bags in restaurants: Concern about food waste, culture, norms and emotions," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 153-158.
    3. Marijn Sax & Natali Helberger & Nadine Bol, 2018. "Health as a Means Towards Profitable Ends: mHealth Apps, User Autonomy, and Unfair Commercial Practices," Journal of Consumer Policy, Springer, vol. 41(2), pages 103-134, June.
    4. Rana Essam Shazly & Abeer A. Mahrous, 2020. "Capture the hearts to win the minds: cause-related marketing in Egypt," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(3), pages 255-276, September.
    5. Carroll, Ryall & Kachersky, Luke, 2019. "Service fundraising and the role of perceived donation efficacy in individual charitable giving," Journal of Business Research, Elsevier, vol. 99(C), pages 254-263.
    6. Frauke Sander & Ulrich Föhl & Nadine Walter & Vera Demmer, 2021. "Green or social? An analysis of environmental and social sustainability advertising and its impact on brand personality, credibility and attitude," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 429-445, July.
    7. Simon, Mark & Stanton, Steven J. & Townsend, Janell D. & Kim, John, 2019. "A multi-method study of social ties and crowdfunding success: Opening the black box to get the cash inside," Journal of Business Research, Elsevier, vol. 104(C), pages 206-214.
    8. Hussain, Shahzeb & Melewar, T.C. & Priporas, Constantinos-Vasilios & Foroudi, Pantea & Dennis, Charles, 2020. "Examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility," Journal of Business Research, Elsevier, vol. 109(C), pages 472-488.
    9. Valérie-Inés de la Ville, 2024. "La vulnérabilité de l'enfant comme stratégie de communication de marque," Post-Print hal-04611335, HAL.
    10. Fatemeh Maleki & Seyed Mohsen Hosseini, 2020. "Charity donation intention via m-payment apps: donor-related, m-payment system-related, or charity brand-related factors, which one is overkill?," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(4), pages 409-443, December.
    11. Lancellotti, Matthew P. & Thomas, Sunil, 2018. "Men hate it, women love it: Guilty pleasure advertising messages," Journal of Business Research, Elsevier, vol. 85(C), pages 271-280.
    12. Hasan, Rashedul & Siraj, Siti Alawiah, 2017. "Toward Developing a Model of Stakeholder Trust in Waqf Institutions," Islamic Economic Studies, The Islamic Research and Training Institute (IRTI), vol. 25, pages 85-109.
    13. Malhotra, Gunjan & Ramalingam, Mahesh, 2022. "Does impact of campaign and consumer guilt help in exploring the role of national identity and purchase decisions of consumers?," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    14. Golovacheva, E., 2016. "When consumers activate persuasion knowledge: Review of antecedents and consequences," Working Papers 6440, Graduate School of Management, St. Petersburg State University.
    15. Cindy Grappe & Cindy Lombart & Didier Louis & Fabien Durif, 2022. "Clean labeling: Is it about the presence of benefits or the absence of detriments? Consumer response to personal care claims," Post-Print hal-04293232, HAL.
    16. Chun-Tuan Chang & Xing-Yu (Marcos) Chu, 2020. "The give and take of cause-related marketing: purchasing cause-related products licenses consumer indulgence," Journal of the Academy of Marketing Science, Springer, vol. 48(2), pages 203-221, March.
    17. van Rijn, Jordan & Barham, Bradford & Sundaram-Stukel, Reka, 2017. "An experimental approach to comparing similarity- and guilt-based charitable appeals," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 68(C), pages 25-40.
    18. Kamatham, Sri Harsha & Pahwa, Parneet & Jiang, Juncai & Kumar, Nanda, 2021. "Effect of appeal content on fundraising success and donor behavior," Journal of Business Research, Elsevier, vol. 125(C), pages 827-839.
    19. Christian Schultz & Sabine Einwiller & Jens Seiffert-Brockmann & Wolfgang Weitzl, 2019. "When Reputation Influences Trust in Nonprofit Organizations. The Role of Value Attachment as Moderator," Corporate Reputation Review, Palgrave Macmillan, vol. 22(4), pages 159-170, November.
    20. Cesare Amatulli & Matteo Angelis & Alessandro M. Peluso & Isabella Soscia & Gianluigi Guido, 2019. "The Effect of Negative Message Framing on Green Consumption: An Investigation of the Role of Shame," Journal of Business Ethics, Springer, vol. 157(4), pages 1111-1132, July.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:halshs-00566192. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.