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

Camille Chédotal ()
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Camille Chédotal: DMSP - Dauphine marketing, stratégie, prospective - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres

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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.

Keywords: social marketing; fundraising; guilt; donation behavior.; marketing social; collecte de fonds; culpabilité; comportement de don. (search for similar items in EconPapers)
Date: 2009-01
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00566192v1
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Published in 8ème Congrès International des Tendances Marketing, Jan 2009, France. pp.1

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00566192

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