Improving media campaigns promoting physical activity: the underutilized role of gender

• As the obesity epidemic worsens in the United States and globally, resources are increasingly being allocated to address this public health threat.
• Media campaigns promoting physical activity are receiving funding from government and private sources, and some of these campaigns have achieved modest success. Still, more can be done to increase the effectiveness of these campaigns.
• Drawing on facets of consumer behavior, psychology, and public policy, this work represents a cross‐disciplinary theoretical analysis suggesting that the effectiveness of media‐based campaigns promoting physical activity could be enhanced by making use of gender‐specific advertising.
• Research is reviewed suggesting that gender differences in information processing styles and values lead to gender‐specific responses to media campaigns.
• Recommendations are made to help practitioners improve physical activity campaigns by crafting advertisements that specifically appeal to the unique preferences of each gender.

Copyright © 2007 John Wiley & Sons, Ltd.     

TV viewing and physical activity: a segment analysis for social marketing

• Elevated television viewing and physical inactivity promote sedentary behavior, leading to obesity. Yet, modifying the behavior has received a limited academic investigation. Thus, the purpose of this exploratory study is to develop segments relating to such behavior, and propose TV viewing‐reduction and physical activity‐enhancing strategies for the various segments.
• Using data from a mall, the multiple regression and analysis of variance (ANOVA) led to the identification of four segments: alert, inactive, action, and ideal. Results indicate that those engaged in physical activity appear to watch less TV, and that age and gender do not have a significant impact on TV viewing. The managers can use the findings, segments, and strategies to create appeals for target social marketing.

Copyright © 2007 John Wiley & Sons, Ltd.     

The efficacy of anti‐smoking advertisements: the role of source,message, and individual characteristics

• This research investigates the effects of direct and indirect sources of anti‐smoking messages. Specifically, it examines the direct influence of advertised messages and the indirect effect of the subsequent discussion.
• Two studies examine the role of: (i) Source characteristics (i.e., messages disseminated through mass media and subsequently via discussion by friends or strangers); (ii) Message characteristics (i.e., messages that induce either low or high fear); (iii) Individual characteristics (i.e., gender based differences within the target audience) in attitude formation towards smokers, the act of smoking, propensity to smoke, and the likelihood of being influenced.
• Message efficacy is found to vary by gender, type of ad appeal, as well as group membership of ad discussants. Implications for design of anti‐smoking campaigns are derived.

Copyright © 2007 John Wiley & Sons, Ltd.     

How great thy brand: the impact of church branding on perceived benefits

• There are mixed opinions in the literature in regards of the appropriateness, relevance and significance of church branding in the context of church participation. This pilot study applied the ‘perceived brand orientation’ (PBO) construct in church context and examines its impact on perceived benefits among regular church goers of one Pentecostal denomination and non‐regular church goers. The results indicate that PBO is significantly related to perceived spiritual, social and purpose‐in‐life benefits in both sample groups. A multigroup analysis also found that PBO has a stronger effect on perceived benefits among non‐regular church goers. This study highlights the importance of being brand‐oriented to attract members' participation. Relevant implications for church leaders and managers of nonprofit organizations are also identified.

Copyright © 2013 John Wiley & Sons, Ltd.     

Gendered giving: the influence of social norms on the donation behavior of men and women

• We study if men and women are subject to different influences when determining their level of charitable giving. In particular, we examine differential sensitivities to social norms among donors to a public radio station. Our survey of 975 donors finds that male donors are more likely than female donors to use social norms to inform their own behavior. We conduct a laboratory experiment to investigate the influence of social information on social norm formation and giving. Our results suggest that temporarily created social norms influence giving by men significantly more than by women. This result replicates and establishes the causal relationship between social norms and donations suggested by our field findings. We conclude with a discussion of theoretical and practical implications of these results.

Copyright © 2009 John Wiley & Sons, Ltd.     

Developing a measurement approach for reputation of non‐profit organizations

• As a result of the increasing adoption of private sector firms' values and concepts, non‐profit organizations (NPOs) are becoming more and more aware of intangible assets' importance for achieving competitive advantages. Even though reputation can be considered an organization's central intangible asset, there is still no appropriate measurement approach for reputation in this context. In this paper, we identify the dimensions of NPO reputation and develop indices to measure these components. We develop a model by means of a qualitative inquiry and a quantitative study using a large‐scale sample from the German general public. We find support for a two‐dimensional measurement approach comprising an affective and cognitive component as well as four antecedent constructs (“quality,” “performance,” “organizational social responsibility (OSR),” and “attractiveness”). The results of a second quantitative study in which we examine NPO reputation's relationship with important outcome variables, such as willingness to donate or work as an honorary member, provide support for the measurement approach's stability as well as criterion validity. Furthermore, the results reveal the affective dimension's importance regarding positively influencing donor behavior.

Copyright © 2009 John Wiley & Sons, Ltd.     

The benefits,satisfaction, and perceived value of small business membership in a chamber of commerce

• Nonprofit chambers of commerce have a long history in western culture but little if any empirical research has been conducted to explore why a small business would join one. This study focuses on members' evaluation of chamber assistance programs and benefits and how they mediate the impact of satisfaction and the perceived customer value of paid membership for chamber services. A mail census survey of all 2019 members, in a large category‐four chamber of commerce, provided valid and reliable representation of existing membership demographics. Factor analysis identified four main benefits, whereas a LISREL model was applied to identify the mediating impact of relational benefits on satisfaction and perceived value. All four dominant benefits significantly correlated with both membership satisfaction and perceived value as did the correlation between satisfaction and perceived value. However, perceived value was found to have higher correlations with relational benefits than that of satisfaction. This study is important as it provides managers with a framework to identify and balance the benefits desired by the membership and adjust the level of expected satisfaction with perceived value in a nonprofit service‐oriented assistance organization.

Copyright © 2013 John Wiley & Sons, Ltd.     

Flexible work arrangements in Greece: a study of employee perceptions

The purpose of this study is twofold: first, to explore factors that affect employees' perceptions towards flexible work options; second, to examine whether the perceived benefits and barriers associated with work flexibility predict one's decision to participate in flexible work arrangements or not. A total of 362 Greek employees participated in the study to determine their attitudes towards flexible work practices. Univariate analyses of variance and logistic regression analysis were conducted with the aim of exploring the research hypotheses. It is found that attitudes towards flexible work options are dependent on gender, sector of employment and prior participation in a flexible work scheme. In general, women, public sector employees and employees who have participated in flexible work arrangements are more likely to perceive more benefits and fewer costs with regard to the use of work flexibility. Further analysis provided evidence that work–life balance benefits are stronger predictors of participation in flexible work practices. These findings suggest that employee-centred organisations that view flexibility as a valuable management tool, should deal with specific barriers that discourage people from taking up flexible work arrangements. Given the dearth of empirical research on work flexibility in Greece, the findings of this study provide the wider academic community with new insights on employees' perceptions of flexible work options.     

Predictors of gerontechnology acceptance by older Hong Kong Chinese

The aim of this study was to examine the factors which influence the acceptance of gerontechnology by older Hong Kong Chinese. A research model based on the technology acceptance model (TAM) and Unified Theory of Acceptance and Use of Technology (UTAUT) was proposed. It was empirically tested by using survey data collected from 1012 seniors aged 55 and over in Hong Kong. A face to face interview technique with a preset questionnaire was employed to collect data and Structural Equation Modeling (SEM) was used for data analysis. The proposed model could explain 55.4% of the variance in actual usage of gerontechnology. However, in contrast to TAM and UTAUT, significant effects for perceived usefulness, perceived ease of use, and attitude towards using on usage behavior were not found in this study. Personal attributes like technology self-efficacy and anxiety, and facilitating conditions were more decisive than perceived benefits for predicting gerontechnology usage behavior of Hong Kong older Chinese. The managerial implications generated from the results are discussed.     

Philanthropy and social capital in Mexico

• The aim of this paper is to examine the factors underlying philanthropic behavior in Mexico. In particular, we analyze the influence of social capital on two types of behavior: giving and volunteering. This research is based upon groundbreaking national public opinion surveys conducted in 2005 and 2008, the first of their kind in Mexico to focus on donations and volunteerism. We find that membership in associations (an important component of social capital) is strongly and positively associated with secular giving and volunteering. We also tested the role of three other aspects of social capital: participation in informal personal networks, a belief in the norm of reciprocity, and interpersonal trust, and our findings show that the former two have a consistently significant effect on our dependent variables but interpersonal trust does not. We discuss the implications of this for a society where trust in others is comparatively low. Differences between Mexico and the USA, for example, highlight the importance of context in philanthropic behavior. Mexicans' religiosity also stands out as an important variable, particularly when it comes to understanding religious forms of giving and volunteering in the country. The practical significance of our findings for the promotion of philanthropy is that Mexican nonprofits must compensate for being in a low‐trust culture by encouraging membership and a sense of group belonging.

Copyright © 2014 John Wiley & Sons, Ltd.     

Psychographic clustering of blood donors in Egypt using Kohonen's self‐organizing maps

• Blood donation has historically been marketed as one of the purest examples of altruistic or pro‐social behavior. The recruitment of blood donors is, however, a challenge as transfusion centers worldwide strive to attract and retain blood donors. This study uses self‐organizing maps (SOM) to examine the effect of various psychographic and cognitive factors on blood donation in Egypt. SOM is a machine learning method that can be used to explore patterns in large and complex datasets for linear and nonlinear patterns. The results show that major variables affecting blood donation are related to altruistic values, perceived risks of blood donation, blood donation knowledge, attitudes toward blood donation, and intention to donate blood. The study also shows that SOM models are capable of improving clustering quality while extracting valuable information from multidimensional data.

Copyright © 2009 John Wiley & Sons, Ltd.     

Volunteerism,compassion and religiosity as drivers of donations practices

• The topic of donations is one of high relevance and has been widely covered in contemporary marketing literature. It is a topic of interest to both theoreticians and practitioners alike, particularly due to its implicit links to fundraising activities and research. The reality of what makes an individual donor ultimately part with his money and give it away to a nonprofit organization is a hot contemporary topic. This study looks into the role of religiosity as a predictor of donations practices. Also volunteerism and compassion, two acts of pro‐social behaviour are analysed as predictors of donations practices. Using data collected from a survey of 612 charity donors in Portugal, the results show unequivocally that religiosity does influence donations practices, and so being a predictor of donations practices. Moreover, pro‐social behaviour is a predictor of donations practices when in the case of volunteerism, but not in the form of compassion.
• The findings are particularly useful for nonprofit organizations that want to attract and retain individual charitable donors and may also help to increase donation regularity, to obtain higher amounts, and donations both to religious and to secular organizations. Finally, it can be stated that the understanding of religiosity sheds light on knowledge about donations practices, and that this study also makes an important contribution to academia, as it is the first study conducted in Portugal that assesses the drivers of donations practices.

Copyright © 2015 John Wiley & Sons, Ltd.     

Investigating online recognition for blood donor retention: an experiential donor value approach

• Recognising that charitable behaviour can be motivated by public recognition and emotional satisfaction, not-for-profit organisations have developed strategies that leverage self-interest over altruism by facilitating individuals to donate conspicuously. Initially developed as novel marketing programmes to increase donation income, such conspicuous tokens of recognition are being recognised as important value propositions to nurture donor relationships. Despite this, there is little empirical evidence that identifies when donations can be increased through conspicuous recognition. Furthermore, social media's growing popularity for self-expression, as well as the increasing use of technology in donor relationship management strategies, makes an examination of virtual conspicuous tokens of recognition in relation to what value donors seek particularly insightful. Therefore, this research examined the impact of experiential donor value and virtual conspicuous tokens of recognition on blood donor intentions. Using online survey data from 186 Australian blood donors, results show that in fact emotional value is a stronger predictor of intentions to donate blood than altruistic value, whereas social value is the strongest predictor of intentions if provided with recognition. Clear linkages between dimensions of donor value (altruistic, emotional and social) and conspicuous donation behaviour (CDB) were identified. The findings provide valuable insights into the use of conspicuous donation tokens of recognition on social media and contribute to our understanding into the under-researched areas of donor value and CDB.

Copyright © 2014 John Wiley & Sons, Ltd.     

Tactics of speaking up: The roles of issue importance,perceived managerial openness,and managers' positive mood

Extant voice research has focused mainly on the conditions under which employees speak up, but we have limited knowledge about how employees speak up. This study examines voice tactics or the various ways in which employees express concerns to or share suggestions with their managers. Based on the notion that voice is a deliberative behavior, we draw upon a cost–benefit framework and propose that voice tactics are influenced by messages' characteristics and managers' stable and temporal characteristics. Specifically, we examine the joint effects of issue importance, perceived managerial openness, and managers' positive mood on employees' public (vs. private) and formal (vs. informal) voice tactics. Across two independent studies, our findings demonstrate that employees tend to use public channels and formal procedures only when three conditions are met simultaneously: (a) the issue is important, (b) managers are perceived as being open to employees' voice, and (c) managers are in a positive mood at the time of voicing. In addition, we found that speaking up via public channels or formal procedures is positively related to the success of voice.     

The impact of primary service and servicescape on customer satisfaction in a leisure service setting: an empirical investigation among theatregoers

• This paper investigates the effects of perceived primary service and perceived servicescape on customer satisfaction in theatres. According to a questionnaire study, among n = 2897 theatregoers in 12 German‐speaking theatres, factors pertaining to the perceived primary service are most influential on customer satisfaction (in particular, the perceived artistic quality, followed by visitors' emotional and cognitive response to the performance). Contrariwise, factors pertaining to the perceived servicescape (i.e. seating and view; other customers' behaviour) are only of minor relevance for customer satisfaction. Furthermore, the influence of both perceived primary service quality and perceived servicescape quality on customer satisfaction is subject to moderating individual factors, such as visitors' theatrical competence and their motivation for attending a theatre performance.

Copyright © 2015 John Wiley & Sons, Ltd.     

What are the predictors of nonprofit association members' supportive behaviors?

This study investigates the factors of members' supportive behavioral intentions to donate and recommend membership to others in the context of engineering professional membership associations. Using data collected from 3,464 members across three engineering professional membership associations, this study found that age, past donation experience, personal and professional benefits, gender, income, and longevity in the field were significant factors to determine giving intention, while personal benefits, professional benefits, past behaviors (donation and volunteering), and longevity in the field were predictors of membership recommendation intentions of engineering professionals.     

An investigation of the giving behavior of loyal,lapsed, and non‐givers to a religious organization

• This paper provides a comparative study of the giving behavior of current donors (CDs), lapsed donors (LDs), and non‐donors (NDs) in a Catholic diocese in New England. Focus groups were conducted and surveys were administered to Catholics to compare the attitudes and behaviors of lapsed and active donors as well as those who had not given to a recent diocesan annual campaign. The results show significant differences between the groups. Active donors indicate a much greater level of satisfaction with the church, are more aware of its programs, and feel they are more recognized for their gifts than do lapsed or NDs. These findings suggest that relationship fundraising, and creating trust, are critical to forging and maintaining valued donor relationships. The program implemented by the diocese as a result of the study is described.
• Marketing for religious organizations
• Lapsed donors
• Nonprofit marketing
• Marketing for churches

Copyright © 2009 John Wiley & Sons, Ltd.     

Psychological distancing: the effects of narrative perspectives and levels of access to a victim's inner world on victim blame and helping intention

• To explore what is an (in)effective way to tell victim stories in order to elicit support for charitable causes, an experiment was conducted to examine how narrative perspectives (first‐person versus third‐person) and levels of access to a victim's inner world (high versus low) may influence reactions to the victim. It found that the two factors interacted to influence victim blame and helping intention through affecting the perceived psychological distance of the victim. Specifically, the first‐person (versus third‐person) narrative increased victim blame and reduced helping intention by motivating participants to distance themselves from the victim when the level of access to the victim's inner world was relatively high but not when the level of access was relatively low. The findings contribute to our understanding of what would be an (in)effective way of telling victim stories to elicit compassionate reactions to those in need.

Copyright © 2015 John Wiley & Sons, Ltd.     

Perceived value of charitable involvement: The millennial donor perspective

The importance of nonprofit relationship marketing continues to increase as organizations compete to attract and retain a younger loyal donor base. The purpose of this study is to examine the impact of six determinants of charitable giving on millennial donor's perceived value received from their involvement with the charitable organization. A conceptual model and accompanying research hypotheses are tested on a sample of millennials from the U.S_(n = 227). Structural equation modeling is used to test the relationships in the model. Results suggest that five factors have a positive effect on donor's perceived value. Social recognition is found to be the most important factor, followed by attitude towards and trust in the charitable organization and attitude towards helping others. To a lesser degree, tax benefits and mitigation of guilt are also found to have an impact on donor's perceived value from charitable involvement. Although this study is limited to the examination of millennials, practical and social implications are noted for all donors. Organizations must recognize that donors are influenced by a combination of extrinsic and intrinsic factors when evaluating their value from charitable involvement. Most of all, donors seek a degree of social recognition from giving, so organizations are encouraged to provide ways for millennial donors to display or share their charitable involvement.     

Understanding public awareness of nonprofit organizations: exploring the awareness–confidence relationship

• Public confidence has often been viewed as a critical indicator of legitimacy within the nonprofit sector. Indeed, confidence is believed to be among one of the sector's most important commodities. Surveys, however, have shown that the public does not always have much confidence in the performance of nonprofit organizations. Although this lack of confidence is certainly concerning, few studies have assessed whether the public actually has any awareness of what nonprofit organizations are, and no studies have examined the personal characteristics associated with more (or less) nonprofit awareness. Thus, by using individual‐level data from a survey of public attitudes toward nonprofits in San Diego County (n = 1002), the purpose of this study was to explore how individual characteristics relate to nonprofit awareness and to examine the extent to which awareness of the sector influences confidence in the performance of nonprofit organizations. The findings from the study indicate that nonprofit awareness varies by several individual‐level characteristics—with many of those likely to be the most dependent on nonprofit services being the least aware of the sector. The findings also indicate that awareness of the sector is the most significant predictor of confidence in the performance of nonprofits.

Copyright © 2014 John Wiley & Sons, Ltd.