Yazar "Burnaz, Şebnem" ile LEE- İşletme-Doktora'a göz atma
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ÖgeThe impact of framing on donation behavior(Lisansüstü Eğitim Enstitüsü, 2021) Demirel, Sibel ; Burnaz, Şebnem ; 689625 ; İşletmeNonprofit organizations were not used to focus on marketing but as time passed, rising competition has forced these organizations to introduce marketing to achieve the organizations' objectives. Donor and donation related factors affecting donation behavior is extensively studied by previous research. The focal point of this study is how the nonprofit organization should frame its donation request as a tool for communication. This study offers an analysis of nonprofit organization's framing of the donation request by conducting two experimental studies in which donation type is manipulated to analyse its effects on donation behavior. It further analyses what impact framing may have on mindset and how this relation is influenced by the donors' religious orientation. Study 1 establishes effects by manipulating donation type (monetary vs. nonmonetary) and observes how this relation is influenced by the donors' religious orientation (intrinsic vs extrinsic) and how it affects donation behavior. Study 2 attempts to investigate what impact donation type manipulation (monetary vs. nonmonetary) may have on mindset (rational vs. emotional) and thus on both religious orientation groups' donation behavior. Findings of the Study 1 supported that intrinsically religious donors are more likely to donate compared to extrinsically religious donors when they receive nonmonetary donation requests. However, regarding monetary donation requests there is no significant difference between intrinsic and extrinsic religious groups. Study 2 suppported the same argument but added some new insight. The second study was designed to measure situation specific thinking styles when the respondents face a monetary and a nonmonetary donation request. Monetary offer triggers rational mindset significantly higher than the nonmonetary offer and nonmonetary offer triggers emotional mindset significantly higher than the monetary offer. In monetary group, respondents with extrinsic religious orientation have significantly higher rational mindset than intrinsic. However, intrinsicly religious people become more rational when they face a monetary donation request compared to nonmonetary. Therefore, we can conclude that a monetary donation request makes both religious orientation groups think rational and avoid donation.