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

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  • 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
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    References listed on IDEAS

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    1. 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.
    2. repec:dau:papers:123456789/4255 is not listed on IDEAS
    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)

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