Exploring persuasive message strategy for international aid campaigns: potential donors' inter-attitudinal structure using Galileo model
- Authors
- Lim, Yon Soo
- Issue Date
- Jul-2015
- Publisher
- SPRINGER
- Keywords
- International aid; Campaign; Galileo model; Inter-attitude; Message; Donor
- Citation
- QUALITY & QUANTITY, v.49, no.4, pp.1397 - 1415
- Journal Title
- QUALITY & QUANTITY
- Volume
- 49
- Number
- 4
- Start Page
- 1397
- End Page
- 1415
- URI
- https://scholarworks.bwise.kr/hongik/handle/2020.sw.hongik/13641
- DOI
- 10.1007/s11135-014-0065-0
- ISSN
- 0033-5177
- 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.
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Collections - School of Advertising and Public Relations > School of Advertising and Public Relations > 1. Journal Articles
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