Eric Van Steenburg, Ph.D.

Assistant Professor of Marketing

Jake Jabs College of Business & Entrepreneurship
Montana State University

Conference Proceedings and Presentations
  • Van Steenburg, Eric and Lindsey R. Jacobs (2016), "Meaning Transfer in the Celebrity-Candidate Endorsement Relationship," American Marketing Association (AMA) Winter Educators' Conference, Las Vegas, NV.
  • Irwin, Deborah J. and Eric Van Steenburg (2015), Founder’s Syndrome and SMEs: What Small Businesses can Learn from their Nonprofit Counterparts,” Society for Marketing Advances (SMA) Conference, San Antonio, TX.
  • Van Steenburg, Eric (2015), “Persuasive Message Effects in Nonprofit Advertising: Using an Integrated Theoretical Model to Better Understand Donor Intentions,” American Marketing Association (AMA) Summer Educators’ Conference, Chicago, IL.
  • Van Steenburg, Eric (2014), Nonprofit Advertising and Persuasive Messages, Academy of Marketing Science (AMS) Conference, Indianapolis, IN. 
  • Van Steenburg, Eric, Nancy Spears, and Robert O. Fabrize (2012), Checkout Frustration:  Investigating Consumer Reactions using Frustration Theory,” American Marketing Association (AMA) Summer Educators’ Conference, Chicago, IL. 
  • Van Steenburg, Eric (2012) “The Oprah Effect: Investigating the Celebrity-Candidate Endorsement Relationship,” Academy of Marketing Science (AMS) Conference, New Orleans, LA. 
  • Van Steenburg, Eric (2011), “Reframing the Discourse: Advertising Rhetoric Fails to Combat Islamophobia,” in Advances in Marketing: Sensory Marketing -- The New Frontier, William J. Kehoe and Linda K. Whitten (ed.), Memphis, TN: Society for Marketing Advances (SMA), 105-106.
  • Van Steenburg, Eric and Nancy Spears (2011), “Toward an Understanding of Brand Loyalty in Tough Economic Times: The Role of Optimum Stimulation Level,” Association of Marketing Theory & Practice (AMTP) Conference, Panama City, FL.
  • Van Steenburg, Eric (2011), “Measuring the Celebrity-Candidate Relationship,” New Voices, New Perspectives Student Research Conference, Denton, TX.
  • Van Steenburg, Eric, Iman Naderi, and Aditi Pramod Chandra (2011) “Buy 'n' Buy: Toward an Understanding of Impulsiveness in Consumer Behavior,” American Marketing Association (AMA) Winter Educators Conference, Austin, TX, 232-233.
  • Van Steenburg, Eric (2011) “Online Advertising: What Works – Image or Information?” American Marketing Association (AMA) Winter Educators Conference, Austin, TX, 96-97.

Work in Progress:

  • Van Steenburg, Eric and Nancy Spears, NGO Advertisements and Behavioral Intention: The Interaction of Involvement, Attitudes, and Beliefs in Donors, in preparation for submission to European Journal of Marketing.
  • Van Steenburg, Eric and Nancy Spears, "Matching Audience and Message to Affect Donor Behavior," in preparation for submission to Journal of Advertising Research.
  • Van Steenburg, Eric and Iman Naderi, “Marketing in a Bad Economy: When Time and Money Collide,” in preparation for submission to Journal of the Academy of Marketing Science.
  • Van Steenburg, Eric and John W. Crowder, Swimming with Pirates: Motivations for Illegally Downloading Music and Movies.” Qualitative data coded with survey data collection planned.


Nonprofit Advertising and Behavioral Intention: The Effect of Persuasive Messages on Donations and Volunteerism 
Nancy Spears (chair), Lou E. Pelton, Jeffry Sager, Stacy Landreth Grau

Nonprofit organizations are dependent on donations and volunteers to remain operational. Most rely on marketing communications messages to inform, educate, and convince recipients of these messages to donate funds and volunteer. However, the effectiveness of these messages to affect philanthropy, gift-giving, and fundraising is a gap in the marketing literature (Dunn et al. 2007).

While it is possible that the theory of planned behavior (TPB) explains how attitude is shaped regarding an ad supporting a particular nonprofit organization (NPO), the method in which individuals process an advertisement also affects their behavior related to that ad (Petty et al. 1983).
This dissertation examines TBP in the context of nonprofit attitudes and beliefs to discover how individual process mechanisms of the elaboration likelihood model (ELM) affect outcome variables that are vital to nonprofit survival – donation intention, donation amount, and volunteer intention. Injunctive norms and social legitimization of the minimum (SLM) are manipulated in two studies featuring a 2 (injunctive norms/SLM: high vs. low) x 2 (involvement: high vs. low) x 2 (ATB/SN/PBC: high vs. low) between subjects full-factorial design.

Implications include the ability for nonprofit professionals to craft persuasive messages that increase donations and volunteerism, and positively affect attitudes toward an NPO's cause and its advertisements. Academic contributions include an extension of the TPB-ELM integrated theoretical model to include attitude toward the ad, and the interaction of involvement and TPB as a mediated moderator such that attitude toward the ad will mediate the effects of the interaction on donation and volunteer intention under certain circumstances. In addition, the extended integrated theoretical model is applied for the first time to the two aspects unique to NPOs that are critical to their survival – donations and volunteerism. 

Dissertation Timeline:
Proposal defense date: 4 May 2012
Data collection completed: 19 October 2012
Final Defense date: 18 June 2013

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