Weber, T.J., Chris Hydock, William Ding, Meryl Gardner, Pradeep Jacob, Naomi Mandel, David E. Sprott, and Eric Van Steenburg (2021), “Political Polarization: Challenges, Opportunities, and Hope for Consumer Welfare, Marketers, and Public Policy,” Journal of Public Policy & Marketing, 40 (2), 184-205.
Van Steenburg, Eric (2020), "When Best Intentions Fail: Ads May Fall Short in Combating Islamophobia," Journal of Current Issues & Research in Advertising, 41 (2), 171-190.
Van Steenburg, Eric and Iman Naderi, “Consumer Decision Making Under Simultaneous Financial and Time Pressure,” Journal of Marketing Theory and Practice., 28 (1), 98-116.
Van Steenburg, Eric and Francisco Guzman, “The Influence of Political Candidate Brands During the 2012 and 2016 U.S. Presidential Elections,” European Journal of Marketing, 53 (12), 2629-2656.
Naderi, Iman and Eric Van Steenburg (2018), “Me First, Then the Environment: Young Millennials as Green Consumers,” Young Consumers, 19 (3), 280-295.
Van Steenburg, Eric (2015), “Areas of Research in Political Advertising: A Review and Agenda,” International Journal of Advertising, 34 (2), 195-231
Cowan, Kirsten, Audhesh K. Paswan, and Eric Van Steenburg, (2015) “When Partnership Benefits Mitigate Power Asymmetry,” Industrial Marketing Management, 48, 140-148.
Guzmán, Francisco, Audhesh K. Paswan, and Eric Van Steenburg (2014), “Self Referencing and Political Candidate Brands: A Congruency Perspective,” Journal of Political Marketing, 14 (1/2).
Van Steenburg, Eric, Nancy Spears, and Robert O. Fabrize (2013), “Point of Purchase or Point of Frustration? Consumer Frustration Tendencies and Response in a Retail Setting,” Journal of Consumer Behaviour, 12 (5), 389-400.
Spears, Nancy, Marla B. Royne, and Eric Van Steenburg (2013), “Are Celebrity-Heroes Effective Endorsers? Exploring the Link between Hero, Celebrity, and Advertising Response,” Journal of Promotion Management, 19 (1).
Van Steenburg, Eric (2012), “Consumer Recall of Brand Versus Product Banner Ads,” Journal of Product & Brand Management, 21 (6), 452-464.
Van Steenburg, Eric and Nancy Spears (2011), “Understanding the Relationship between Brand Loyalty, the Prevailing Economic Environment, and Optimum Stimulation Level,” Journal of Brand Management, 18 (8), 597-610.
Van Steenburg, Eric and Nancy Spears, “How Preexisting Beliefs and Message Involvement Drive Charitable Donations: An Integrated Model.” European Journal of Marketing.
Van Steenburg, Eric, Nwamaka A. Anaza, Ahmed Ashhar, Andres Barrios, Ashley Deutsch, Meryl Gardner, Preeti Priya, Abhijit Roy, Anu Sivaraman, and Kimberly A. Taylor, “The New World of Fundraising and Marketing’s Role in the Nonprofit Industry.” Under review at Journal of Consumer Affairs.
Tran, Trang P., Sandipan Sen, and Eric Van Steenburg, “How Personalized Advertisements on SNS Affect the Consumer-Brand Relationship.” Under review at Journal of Consumer Marketing.
Van Steenburg, Eric, Charlene Dadzie, and Arezoo Davari, “Morality, Celebrities, and Product Endorsements.” Data collection complete. Targeted for Journal of Product & Brand Management.
Van Steenburg, Eric and Francisco Guzmán, “The Presidential Candidate as Experiential Brand.” Data collection complete. Targeted for Journal of Business Research.
Lane, Kaitlin R. and Eric Van Steenburg (2021), “Effects of Social Media Ads on New Product Perception and Behavioral Intention.” American Marketing Association (AMA) Summer Educators’ Conference, Boston, MA, 4 August.
Van Steenburg, Eric and Katherine Hezel (2020), “Creating Brand Loyalty Without a Brand: Marketing in the Craft Beer Industry,” American Marketing Association (AMA) Summer Educators’ Conference, San Francisco, CA, 20 August.
Weber, T.J., Chris Hydock, William Ding, Meryl Gardner, Pradeep Jacob, Naomi Mandel, David E. Sprott, and Eric Van Steenburg (2020), “Political Polarization: Challenges, Opportunities, and Hope,” American Council on Consumer Interests (ACCI) Annual Conference, Arlington, VA, 21 May.
Van Steenburg, Eric, Robert. O. Fabrize and Nancy Spears (2020), “Effects of Frustration on Service Recovery Expectations,” American Marketing Association (AMA) Winter Educators’ Conference, San Diego, CA, 15 February.
Lauring, Krista and Eric Van Steenburg (2019), “What Drives Young Shoppers? Comparing Millennial and Generation Z Online Consumer Behavior,” American Marketing Association (AMA) Summer Educators’ Conference, Chicago, IL, 10 August.
Van Steenburg, Eric and Francisco Guzmán (2019), “Candidates as Experiential Brands in U.S. Presidential Elections,” in Wu, S., Pantoja, F., and Krey, N. (eds), Marketing Opportunities and Challenges in a Changing Global Marketplace: Developments in Marketing Science. Proceedings of the Academy of Marketing Science. Springer, Cham.
Van Steenburg, Eric, Arezoo Davari and Charlene Dadzie (2018), “Morality, Celebrities, and Brand Endorsements from an Ethical Ideology Perspective.” American Marketing Association (AMA) Summer Educators’ Conference, Boston, MA, 12 August.
Van Steenburg, Eric(2018), “Celebrity Political Advertising: What’s It Really Good For? Absolutely Nothing,” Dollars, Data and Votes: The Intersection of Marketing and Politics Conference, Georgetown University McDonough School of Business, Washington, D.C., 10 May.
Guzmán, Francisco and Eric Van Steenburg (2018), “The 2012 and 2016 U.S. Presidential Elections: A Story of Brand Love and Brand Hate,” 13th Global Brand Conference, Northumbria University, Newcastle, UK, 3 May.
Van Steenburg, Eric (2017), “Hooray for Poli-wood? Effects of Celebrity Political Endorsements,” American Marketing Association (AMA) Summer Educators’ Conference, San Francisco, CA, 5 August.
Naderi, Iman and Eric Van Steenburg (2016), “Marketing in a Bad Economy: When Money and Time Collide,” Society for Marketing Advances (SMA) Annual Conference, Atlanta, GA, 5 November.
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, 28 February.
The Effect of Persuasive Messages on Donations and Volunteerism
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.
Nancy Spears (chair), Lou E. Pelton, Jeffry Sager, Stacy Landreth Grau
Proposal defense date: 4 May 2012
Data collection completed: 19 October 2012
Final Defense date: 18 June 2013