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Calidad Revistas Científicas Españolas
VOL.
24(1)/
2011
Author / María Elisa SABRE Investigadora. Universidad de Salamanca. Facultad de Ciencias Sociales.
Article / Involvement and framing as factors of advertising effectiveness of NGO messages

Abstract /

This study analyzes NGO advertising designed to raise donations to fund its projects. Based on the ELM postulates, we conducted a quasi-experimental study with a 2x2 factorial design, aimed to evaluate the influence of subjects’ involvement level and message framing on the effectiveness of these ads. The results show that the gain frame that emphasizes the positive consequences of donating money is more effective than the loss frame that stresses the negative consequences of not doing so. No effects were found regarding subjects’ involvement level.

Keywords /

Framing, involvement, advertising, NGO, persuasion, effectiveness

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