Willingness to Donate to NonProfit Organizations of  Members of the General  Public: The Effects of a  Marketing Campaign  Targeting Psychological  Ownership of the  Organization

In this research, in the context of marketing, the influence of psychological ownership of the organization and its predictors (intimate knowledge and investment of the self) on the willingness to donate to non-profit organizations among members of the general public was examined. A between participants experimental design with three conditions, namely a marketing campaign instilling intimate knowledge of the organization, a marketing campaign instilling investment of the self in the organization, and a marketing campaign without any manipulations (control condition), was used. Participants were recruited via the online data platform Academic Prolific (n = 78). Analyses of variance (ANOVA) showed that the manipulations of the research were successful. Thereafter, a hierarchical regression analysis showed a positive and significant direct relation of psychological ownership of the organization with willingness to donate. Then, a one-way ANOVA demonstrated that participants allocated...Show moreIn this research, in the context of marketing, the influence of psychological ownership of the organization and its predictors (intimate knowledge and investment of the self) on the willingness to donate to non-profit organizations among members of the general public was examined. A between participants experimental design with three conditions, namely a marketing campaign instilling intimate knowledge of the organization, a marketing campaign instilling investment of the self in the organization, and a marketing campaign without any manipulations (control condition), was used. Participants were recruited via the online data platform Academic Prolific (n = 78). Analyses of variance (ANOVA) showed that the manipulations of the research were successful. Thereafter, a hierarchical regression analysis showed a positive and significant direct relation of psychological ownership of the organization with willingness to donate. Then, a one-way ANOVA demonstrated that participants allocated to the ‘intimate knowledge’ - condition reported significantly more psychological ownership of the organization than participants allocated to the control condition. Another one-way ANOVA suggested that participants allocated to the ‘investment of the self in the organization’ - condition reported more psychological ownership of the non-profit organization than participants allocated to the control condition, however, this effect was not found to be significant. Subsequently, a mediation regression analysis showed that having intimate knowledge of the organization relates indirectly and significantly to the willingness to donate to the organization among people targeted by a marketing campaign, through psychological ownership of the organization as a mediator. Theoretical and practical implications, limitations, and suggestions for further research, will be discussed.Show less

Leiden University Student Repository

Documents

In Collections

Willingness to Donate to NonProfit Organizations of Members of the General Public: The Effects of a Marketing Campaign Targeting Psychological Ownership of the Organization