“Sign me!”: The influence of online petitions design on signing behaviour

Anne Carminati, Elisa Monnot () and Béatrice Parguel ()
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Anne Carminati: Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres, DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Elisa Monnot: CY - CY Cergy Paris Université, THEMA - Théorie économique, modélisation et applications - CNRS - Centre National de la Recherche Scientifique - CY - CY Cergy Paris Université
Béatrice Parguel: Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres, DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: This communication questions the Internet user's responses to the design elements of an online petition. This research aims to propose a typology of the elements of an online petition and to determine their influence on the Internet user's responses. A mixed (qualitative and quantitative) methodology has been adopted. We present a typology of the elements of online petitions in four categories: informative, aesthetic, social and functional. Responses were identified for each element. Then, we made hypotheses on the influence of elements which can be modified by the petition author on signing behaviour. These hypotheses were tested by quantitative research that verified the positive influence of the author's image, text, typography, and presentation on signing behaviour, as well as the negative influence of ad hominem attacks. These findings have theoretical, managerial, and societal implications.

Keywords: Consumer Behaviour; Intention-Behavior Link; Public Policy (search for similar items in EconPapers)
Date: 2023-05-23
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Published in European Marketing Academy (EMAC) Annual conference, May 2023, Odense, Denmark

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04358344

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