Table 1: ANCOVA results of Study 1*

714
InternatIonal Journal of advertIsIng, 2014, ability to attract money and volunteers. Both presentations generated a larger increase in the monetary donation intention (M
statistic
= 0.14
(s.d. = 1.51)
, M
identifiable
= 0.05
(s.d. = 1.28)
).
Study 2
Study 2 was conducted to confirm the result of Study 1 and to achieve validity. For this purpose, the same procedure and the same experiment materials were used as those in Study 1 but with different dependent variables. In Study 1, the intention to donate time and money was rated on a point scale in Study 2, direct questions on how much money or how much time the respondent was willing to donate were asked. Respondents in Study 2 were recruited from both business and non-business classes at a different university from the one used in Study 1, to avoid repeated answers. A total of 250 responses were gathered and used for the analysis. Each cell had 30–32 responses, and respondents were randomised using the same process as in Study 1. Females accounted for 63.1% of the sample and the average age was 22.94 years (ages ranged from 18 to 29 years).
An ANCOVA using moral identity and altruism as covariates was conducted. The time value was converted to a dollar amount using questions from Reed et al. (2007) to compare the amounts of time and money donations. Similar to Study 1, an initial test was executed to confirm the assumption of homogeneity of regression slopes. All interaction effects between covariates and independent variables were non-significant (p > 0.10). As indicated in Table 2, the result was almost the same as that of Study 1, except that two covariates were not significant in Study 2. The altruistic appeal was more effective in attracting volunteerism (M = –14397 KW
(s.d. = 20983KW)
:
approximately
US$13
(1 dollar = KW) and the egoistic appeal attracted monetary donations more than it did volunteerism
(M = 1638 KW
(s.d. = KW, with a marginally significant difference (F = 3.471. p = 0.063). The second hypothesis was also confirmed. Showing needy beneficiaries indicated a larger increase in the intention for monetary donations (M = 8615 KW
(s.d. = KW, presenting helped beneficiaries indicated a larger increase in the volunteering intention

Download 0.9 Mb.

Share with your friends: