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Full-Text Articles in Social and Behavioral Sciences
Advertising In The Volunteer Tourism Industry: Analyzing The Relationship Between Social Exclusion And Self-Versus-Other Benefit Appeals., Lyndsay Swanston
Advertising In The Volunteer Tourism Industry: Analyzing The Relationship Between Social Exclusion And Self-Versus-Other Benefit Appeals., Lyndsay Swanston
Honors Projects in Marketing
This study aims to analyze how consumers perceive advertisements in the volunteer tourism industry when influenced by social exclusion and benefit appeals. The authors examined feelings, attitudes, and behavioral intentions of consumers in reference to an international volunteer trip advertisement. Based on data from a sample (n=259), findings demonstrated that consumers who felt more socially excluded responded more favorably to other-benefit appeals, opposed to self-benefit appeals. An interaction effect was discovered when looking at the degree of sympathy that participants felt regarding the advertisements. Participants who were socially excluded felt more sympathetic after viewing the other-benefit appeal advertisements, whereas those …