Differential Framing Effects from Valence on Donation Behaviour
Regulatory focus theory is a messaging tool employed to influence consumer behaviour to achieve certain pre-defined goals. Although much research has been dedicated to determine its effectiveness over the past two decades, findings have been inconclusive in determining which of two distinctive aspects of regulatory focus framing, promotion-focus and prevention-focus, is most effective in evoking a favourable response. Therefore, employing a regulatory-focus perspective, this research investigated message valence effects so as to compare supportive framing (promotion-focus) and combative framing (prevention-focus) by analysing (i) text data and (ii) empirical data collected during a series of experimental studies. The text data were obtained by conducting sentiment analyses of an international charity's historical campaigns, and the experimental studies, whose purpose was to understand the causality and distinct effects of regulatory focus framing, analysed message persuasiveness and donation behaviour. Another aim of this research was to investigate the distinct effects of the following three important under-researched variables with respect to regulatory focus framing valence: (i) affective states, (ii) gender, and (iii) political identity. Findings indicate that knowing donors' values of these variables is imperative in order to explain why and to what extent some donors' donation intentions are influenced by a campaign's message. Research's findings therefore extend those obtained in previous research, in which affective state was employed to mediate differential valence from a regulatory focus, and also demonstrate how gender and political identity may moderate these effects. Thus, study results provide a more in-depth understanding of how regulatory focus framing can be employed to be most effective, depending on an individual-difference mechanism, thereby influencing message persuasiveness and donation behaviour. Finally, this study will assist non-profit organisations and charities in enhancing the effectiveness of their charitable campaign appeals by allowing improved targeting of potential and current donors.