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Exemplars and the Application of the Desert Heuristic When Responding to Fundraising Attempts

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Abstract:

Proponents of dual-process models claim that heuristics play an important role in the persuasion process. In this paper, four experiments are reported on a heuristic applicable in fundraising contexts: the so-called desert heuristic. This heuristic implies that people do not support a person who is held responsible for the trouble he or she is in. Fundraising organizations do not raise funds for an individual person but for a group of patients. In that case, the stereotypical (responsibility) perception of those patients is at stake. In four experiments, it is shown that the use of exemplars in fundraising letters can influence the stereotypical responsibility perception of the category and that this perception can influence the intention to donate money especially when the type of problem is less serious. Cultural differences do not appear to play a decisive role.

Most Common Document Word Stems:

respons (191), particip (140), heurist (93), fundrais (92), differ (88), letter (87), experi (77), effect (77), aid (75), p (69), money (65), peopl (63), donat (62), 2 (61), exemplar (60), version (60), m (58), organ (56), whether (54), desert (54), sd (51),

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Persuasion, Heuristics, Exemplar, Fundraising
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Association:
Name: International Communication Association
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http://www.icahdq.org


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URL: http://www.allacademic.com/meta/p112147_index.html
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MLA Citation:

Hoeken, Hans. and Hustinx, Lettica. "Exemplars and the Application of the Desert Heuristic When Responding to Fundraising Attempts" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p112147_index.html>

APA Citation:

Hoeken, H. and Hustinx, L. G. , 2003-05-27 "Exemplars and the Application of the Desert Heuristic When Responding to Fundraising Attempts" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p112147_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Proponents of dual-process models claim that heuristics play an important role in the persuasion process. In this paper, four experiments are reported on a heuristic applicable in fundraising contexts: the so-called desert heuristic. This heuristic implies that people do not support a person who is held responsible for the trouble he or she is in. Fundraising organizations do not raise funds for an individual person but for a group of patients. In that case, the stereotypical (responsibility) perception of those patients is at stake. In four experiments, it is shown that the use of exemplars in fundraising letters can influence the stereotypical responsibility perception of the category and that this perception can influence the intention to donate money especially when the type of problem is less serious. Cultural differences do not appear to play a decisive role.

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Document Type: .PDF
Page count: 24
Word count: 11982
Text sample:
Exemplars and the application of the desert heuristic when responding to fundraising attempts Abstract Proponents of dual-process models claim that heuristics play an important role in the persuasion process. In this paper four experiments are reported on a heuristic applicable in fundraising contexts: the so-called desert heuristic. This heuristic implies that people do not support a person who is held responsible for the trouble he or she is in. Fundraising organizations do not raise funds for an individual person
people are starting to take the problem less seriouslyand speak more light-heartedly about 23 the dangers of Aids. Based on the facts that attitude is wrong. Aids is very much with us – in the Netherlands and throughout the world. What can you do about it? First never assume even for a moment that the end is in sight thatAids is no longer among us. The end will only be in sight if we refuse to give Aids a


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