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Public Service Announcements: Does Deception in Advertising Affect the
Public?s Intent to Donate? Public Service Announcements ...
Submitted by deesawyer on June 12, 2006
Category: Business
Words: 17987 | Pages: 72
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Public Service Announcements: Does Deception in Advertising Affect the Public’s Intent to Donate?
Technical Business Research
GENB 5321
Fall 2005
December 12, 2005
Table of Contents
I. Executive Summary 3
II. Introduction 6
III. Research Methods and Procedures 8
IV. Managerial Implications 9
V. Data Analysis and Findings 10
A. Scale Reliability 10
B. Factor Analysis 13
C. Analysis of Variance (ANOVA) and Results 14
D. Multiple Regression Analysis and Results 16
VI. Conclusions and Recommendations 17
VII. Limitations 18
VIII. Appendix 20
A. References 21
B. Model Results 22
C. Responses to Surveys 23
D. Reliabilities 24
E. Assessment of Scale Dimensions 31
F. Demographic Results 35
G. Explorative Interviews 39
H. Surveys 54
Executive Summary
The objective of the research is to ascertain whether or not one’s intent to donate to a non-profit organization (NPO) is affected by deception in an anti-smoking advertisement. More specifically, the objective is to determine if intent to donate is dependent
upon the affective response to the ad, the level of trust and social responsibility one has towards the NPO, and the perceived ethicality of the NPO. The results of the research will help management to make an educated decision regarding the use of actors in anti-smoking campaigns.
Three separate hypotheses were formulated to explain the relationship between the dependent variable, “Intent to Donate”, and the independent variables, “Trust and Social Responsibility”, “Affective Response to the Ad”, and “Ethicality”. The first...
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