Effective public service advertisements for Special Olympics organizations to attract prospective volunteers: An elaboration likelihood perspective
The present research was designed to broaden the Elaboration Likelihood Model (ELM) by incorporating a newly added personality variable, empathic tendency, into the general framework, and by showing how empathic tendency can play a moderating role in the PSAs. The second purpose, based on the results, was to recommend different and effective PSAs for different target markets. In order test the ELM, a three way 2 (empathy: high versus low) x 2 (argument quality: strong versus weak) x 2 (peripheral cue: celebrity versus non-celebrity status) factorial design was selected for this study. The results indicated that both high empathy (HE) subjects and low empathy (LE) subjects had the motivation to process the persuasive messages presented, suggesting both groups followed the central route. More importantly, involvement was found to have a significant influence on the argument processing of LE subjects. In addition, the results revealed that celebrity status was not served as a peripheral cue for this study. HE subjects had significantly stronger intentions to volunteer for the Special Olympics than LE subjects, and that females are more empathic than males. This study contributed to the body of knowledge on advertisement in the context of sport marketing by providing insights into how to develop effective PSAs for non-profit charitable sport organizations, a segment which has largely been ignored in our field.
School:The Ohio State University
School Location:USA - Ohio
Source Type:Master's Thesis
Keywords:empathic tendency empathy elaboration likelihood model special olympics public service advertisements
Date of Publication:01/01/2005