engleski

Consumer motivation for charity donations –health as communication campaign target

Positive reactions among individuals towards charity donations are possible with emphasizing different emotional appeals. Promotional appeals oriented towards health are receiving success in motivating individuals to participate in events. Presenting emotional messages with motivational high- intensity relevant material will gain more attention, involvement in a certain event and will be better remembered among target group. Fear arousal also increases the intention to react to certain communication message. Health related issues are more prone to fear influence. // Charity donation events can be oriented towards ones in need whose health is endangered or can serve as way of public awakening campaign related to certain health problem. The goal is to activate empathetic behaviour of potential charity donors through mass media oriented communication campaigns. As charity giving is at a low level purpose of this research is to explore individuals' motives that foster their participating in charity donations. // Among participating individuals different motives are noted when deciding to participate in a charity donating events. One whose influence is the most present are cause, as it is important to give to charities, and humanity, to help ones whose health is endangered. Theoretical as well as managerial implications are provided.

charity donations motivation; event participation; health

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