PENGARUH DAYA TARIK PERASAAN BERSALAH DALAM PESAN DONASI TERHADAP PERILAKU DONASI KONSUMEN
DOI:
https://doi.org/10.22441/mix.2021.v11i1.002Keywords:
pesan donasi, daya tarik perasaan bersalah, intensi donasiAbstract
Perilaku konsumen mendonasikan barang atau uang untuk amal saat ini telah banyak berubah. Perlu daya tarik kreatif dalam pesan donasi agar program amal lebih berhasil. Penelitian ini bertujuan untuk mengkaji apakah perasaan bersalah dalam pesan donasi dapat mempengaruhi intensi donasi konsumen. Penelitian dilakukan dengan metode eksperimen, dengan partisipan konsumen milenial muda. Hasil Studi 1 menunjukkan bahwa perasaan bersalah berpengaruh signifikan terhadap intensi berdonasi, dimediasi oleh perceived consumer effectiveness. Diterapkan pada pesan donasi, hasil Studi 2 memperlihatkan bahwa pesan donasi yang menggunakan daya tarik perasaan bersalah menimbulkan empati dan rasa tanggungjawab yang berpengaruh signifikan pada intensi berdonasi, dan dimediasi oleh perasaan bersalah.References
Ajzen, I. (1991). “The theory of planned behavior”. Organizational Behavior and Human Decision Processes,vol. 50, pp. 179-211.
Antonetti, Paolo, and Stan Maklan. (2014). “Feelings That Make a Difference: How Guilt and Pride Convince Consumers of the Effectiveness of Sustainable Consumption Choices.” Journal of Business Ethics, vol. 124, no. 1, pp. 117–34. https://doi.org/10.1007/s10551-013-1841-9.
Arias, Claudia (2017),"The Role of Perceived Consumer Effectiveness in Recycling Behavior: an Indirect Pathway Through Another Pro-Environmental Behavior ", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 85-86.
Basil, D. Z., Ridgway, N.M., and Basil, M.D. (2006). Guilt Appeals: The Mediating Effect of Responsibility. Psychology & Marketing, Vol. 23(12), 1-20.
Chang, Chun Tuan. (2011). “Guilt Appeals in Cause-Related Marketing the Subversive Roles of Product Type and Donation Magnitude.” International Journal of Advertising, vol. 30, no. 4, pp. 587–616. https://doi.org/10.2501/IJA-30-4-587-616.
Charities Aid Foundation. CAF World Giving Index. A Global View of Giving Trends. Oktober 2018. https://www.cafonline.org/docs/default-source/about-us-publications/
Chun-Tuan Chang and Ting-Ting Chen (2010),"Guilt Appeals in Cause-Related Advertising: When Does a Guilt Appeal Backfire?", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 522-523
Dahl, D.W., Honea, H., & Manchanda, R. V. (2003). “The Nature of Self-Reported Guilt in Consumption Contexts”. Marketing Letters, 14, 159-171.
Erlandsson, Arvid, Artur Nilsson, and Daniel Västfjäll. (2018). “Attitudes and Donation Behavior When Reading Positive and Negative Charity Appeals.” Journal of Nonprofit and Public Sector Marketing, vol. 30, no. 4, Routledge, pp. 444–74, https://doi.org/10.1080/10495142.2018.1452828.
Ferguson, T. J., Stegge, H., Miller, E. R., & Olsen, M. E. (1999). Guilt, shame, and symptoms in children. Developmental Psychology, 35(2), 347–357. https://doi.org/10.1037/0012-1649.35.2.347
Ghvanidze, Sophie, Natalia Velikova, Tim H. Dodd, and Wilna Oldewage-Theron. (2016). “Consumers’ Environmental and Ethical Consciousness and the Use of the Related Food Products Information: The Role of Perceived Consumer Effectiveness.” Appetite, vol. 107, Elsevier Ltd, pp. 311–22, https://doi.org/10.1016/j.appet.2016.08.097.
Hayes, A.F. (2017). Introduction to Mediation, Moderation, and Conditional Process Analysis. A Regression-Based Approach. Second Edition. Guilford Press.
Howe, N. & Strauss, W. (2007). The Next 20 Years: How Customer and Workforce Will Evolve. Harvard Business Review, July-August, 41-52.
Jel, Sandra, and Mirela Mabi. (2019). “ISTRAŽIVANJE STAVOVA POTROŠAČA O AKTIVNOSTIMA.”
Jiménez, Marissa, and Kenneth C.C. Yang. (2008). “How Guilt Level Affects Green Advertising Effectiveness?” Journal of Creative Communications, vol. 3, no. 3, pp. 231–54, https://doi.org/10.1177/097325861000300301.
Kabadayı, Ebru Tümer, İnci Dursun, Alev Koçak Alan, and Ahmet Tuğrul Tuğer. (2015). “Green Purchase Intention of Young Turkish Consumers: Effects of Consumer’s Guilt, Self-Monitoring and Perceived Consumer Effectiveness.” Procedia - Social and Behavioral Sciences, vol. 207, pp. 165–74, https://doi.org/10.1016/j.sbspro.2015.10.167.
Koczanski, P. & Rosen H.S. (2019). “Are Millennials Really Particularly Selfish? Preliminary Evidence from a Cross-Sectional Sample in the Philanthropy Panel Study”. American Behavioral Scientist, 63(14) 1965–1982
Lichtenstein, Donald R., Minette E. Drumwright, and Bridgette M. Braig. (2004). “The Effect of Corporate Social Responsibility on Customer Donations to Corporate-Supported Nonprofit.” Journal of Marketing, vol. 68, no. 4, pp. 16–32, https://doi.org/10.1509/jmkg.68.4.16.42726.
Lwin, M, and I Phau. (2011). “The Role of Guilt Appeals on Donation Behavior.” Advances in Global Management Development, pp. 299–303.
Nelson, Katherine M., Achim Schluter, and Colin Vance (2017). “Distributional Preferences and Donation Behavior among Marine Resource Users in Wakatobi, Indonesia.” Ocean and Coastal Management, vol. 162, 2018, pp. 34–45, doi:10.1016/j.ocecoaman.2017.09.003.
Noor, Abd Halim Bin Mohd, Nurul Amyra Mat Isa, Hamidah Muhd Irpan, Hasan Bin Bahrom, Arifin Bin Md Salleh, and Abdul Rahim Bin Ridzuan. (2015). “Characteristic Affecting Charitable Donations Behavior: Empirical Evidence from Malaysia.” Procedia Economics and Finance, vol. 31, no. 15, Elsevier B.V., pp. 563–72, https://doi.org/10.1016/s2212-5671(15)01202-2.
Peloza, John, Katherine White, and Jingzhi Shang. (2013). “Good and Guilt-Free: The Role of Self-Accountability in Influencing Preferences for Products with Ethical Attributes.” Journal of Marketing, vol. 77, no. 1, pp. 104–19, https://doi.org/10.1509/jm.11.0454.
Randle, Melanie, Leonie Miller, Joanna Stirling, and Sara Dolnicar. (2016). “Framing Advertisements to Elicit Positive Emotions and Attract Foster Carers: An Investigation into the Effects of Advertising on High-Cognitive-Elaboration Donations.” Journal of Advertising Research, vol. 56, no. 4, pp. 456–69, https://doi.org/10.2501/JAR-2016-049.
Sheahan, P. (2005). Generation Y: Thriving and Surviving with Generation Y at Work. Hardie Grant Books
Shreedhar, Ganga, and Susana Mourato (2019). “Experimental Evidence on the Impact of Biodiversity Conservation Videos on Charitable Donations.” Ecological Economics, vol. 158, no. January, Elsevier, pp. 180–93, doi:10.1016/j.ecolecon.2019.01.001.
Soscia, Isabella, Girish Prayag, and Ozlem Hesapci. (2019). “Advertising Guilt-Laden Vacations: The Cross-Cultural Efficacy of a Guilt Decreasing Appeal.” Journal of Hospitality and Tourism Management, vol. 39, pp. 57–64, https://doi.org/https://doi.org/10.1016/j.jhtm.2019.02.005.
Sullivan, P. and Heitmeyer, J. (2008). “Looking at Gen Y Shopping Preferences and Intentions: Exploring the Role of Experience and Apparel Involvement”. International Journal of Consumer Studies, 32, 285-295
Tangney, J.P, & Dearing, R.L. (2002). “Shame and Guilt”. The Guilford Press. New York. Paperback edition
Tangney, June Price, Jeff Stuewig, and Debra J. Mashek. (2007). “Moral Emotions and Moral Behavior.” Annual Review of Psychology, vol. 58, no. 1, pp. 345–72, https://doi.org/10.1146/annurev.psych.56.091103.070145.
Urbonavičius, Sigitas, and Karina Adomavičiūtė. (2015). “Effect of Moral Identity on Consumer Choice of Buying Cause-Related Products Versus Donating for Charity.” Procedia - Social and Behavioral Sciences, vol. 213, pp. 622–27https://doi.org/10.1016/j.sbspro.2015.11.460.
White, Katherine, Rishad Habib, and Darren W. Dahl. (2020). “A Review and Framework for Thinking about the Drivers of Prosocial Consumer Behavior.” Journal of the Association for Consumer Research, vol. 5, no. 1, pp. 2–18, https://doi.org/10.1086/706782.
Wiebe, J., Basil, D.Z. & Runté, M. (2017). “Psychological distance and perceived consumer effectiveness in a cause-related marketing context”. Int Rev Public Nonprofit Mark 14, 197–215 (2017). https://doi.org/10.1007/s12208-016-0170-y
Winterich, Karen Page, and Karl Aquino. (2013). “When Does Recognition Increase Charitable Behavior? Toward a Moral Identity-Based Model Moms and Dads: Their Political Identity and Preference for Educational Programs View Project Charitable Donations Communication View Project.” Article in Journal of Marketing, https://doi.org/10.2307/23487437.
Wu, Eugenia C., and Keisha M. Cutright. (2018). “In God’s Hands: How Reminders of God Dampen the Effectiveness of Fear Appeals.” Journal of Marketing Research 55, vol. 55, no. 1, pp. 119–31, https://doi.org/10.1509/jmr.15.0246.
Yin, Cheng-Yue, Nan Bi, and Hong-Yan Yu. (2019). “Do CEOs’ Personal Donations Matter? The Impact of the CEO’s Personal Donations on Consumers’ Attitudes toward His/Her Company in China.” Journal of Business Research, vol. 100, 2019, pp. 184–95, https://doi.org/https://doi.org/10.1016/j.jbusres.2019.03.051.
Zhang, En Mao. (2010). “Understanding the Acceptance of Mobile SMS Advertising among Young Chinese Consumers.” Psychology & Marketing, vol. 30, no. 6, pp. 461–69, https://doi.org/10.1002/mar.
Zhao, Xinshu, John G. Lynch, and Qimei Chen. (2010). “Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis.” Journal of Consumer Research, vol. 37, no. 2, pp. 197–206, https://doi.org/10.1086/651257.
Zwicker, Maria V, Hannah U Nohlen, Jonas Dalege, Gert-jan M Gruter, and Frenk Van. (2020). “Applying an Attitude Network Approach to Consumer Behaviour towards Plastic.” Journal of Environmental Psychology, p. 101433, https://doi.org/10.1016/j.jenvp.2020.101433.
Downloads
Published
How to Cite
Issue
Section
License
The copyright to this article is transferred to Universitas Mercu Buana (UMB) if and when the article is accepted for publication. The undersigned hereby transfers any and all rights in and to the paper including without limitation all copyrights to UMB. The undersigned hereby represents and warrants that the paper is original and that he/she is the author of the paper, except for material that is clearly identified as to its original source, with permission notices from the copyright owners where required. The undersigned represents that he/she has the power and authority to make and execute this assignment.
We declare that this paper has not been published in the same form elsewhere.
Furthermore, I/We hereby transfer the unlimited rights of publication of the above mentioned paper in whole to UMB. The copyright transfer covers the right to reproduce and distribute the article, including reprints, translations, photographic reproductions, microform, electronic form (offline, online) or any other reproductions of similar nature.
The corresponding author signs for and accepts responsibility for releasing this material on behalf of any and all co-authors. This agreement is to be signed by at least one of the authors who have obtained the assent of the co-author(s) where applicable. After submission of this agreement signed by the corresponding author, changes of authorship or in the order of the authors listed will not be accepted.
Retained Rights/Terms and Conditions
Although authors are permitted to re-use all or portions of the Work in other works, this does not include granting third-party requests for reprinting, republishing, or other types of re-use.
