Motivations for Adopting Favorable Behavior towards the Animal Cause: An Experimental Study

Authors

  • Anna Carolina Rodrigues Orsini Universidade Federal da Paraíba
  • Stephanie Ingrid Souza Barboza Universidade Federal da Paraíba - UFPB.
  • Francisco José da Costa Universidade Federal da Paraíba

DOI:

https://doi.org/10.21118/apgs.v7i3.4535

Keywords:

Organizações sociais, Causa animal, Experimento

Abstract

The objective of this article is to analyze the motivations of people in relation to stimulus that motivate behavior towards the animal cause in order to help social organizations that operate in this sector to use marketing tools more effectively. After the literature review, it was realized an experimental study with four different appeals (pity, pleasure, health and rights) applied with undergraduate students of a federal institution from Paraíba. The final sample was 169 respondents. Descriptive procedures and ranks (for the nonparametric analyses), and psychometric analysis were used for data analysis, and, for the stimuli, variance analysis, using both parametric and nonparametric tests was undertaken. Results indicate that rights, health, pity and pleasure stimuli have equally moderated efficacy on the predisposition to money donation, voluntary work and animal adoption, with some variations according to specific group characteristics.

Key words: Social organizations, Animal cause, Experiment.

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Author Biographies

Anna Carolina Rodrigues Orsini, Universidade Federal da Paraíba

Graduada em Administração pela Universidade Federal da Paraíba.

Stephanie Ingrid Souza Barboza, Universidade Federal da Paraíba - UFPB.

Doutoranda e Mestre pelo Programa de Pós-graduação eme Campina Granderação da Universidade Federal da Paraíba. Graduada em Administração pela Universidade Federal de Campina Grande.

Francisco José da Costa, Universidade Federal da Paraíba

Prof. Dr. do Programa de Pós-graduação em Administração da Universidade Federal da Paraíba.

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Published

2015-07-23

How to Cite

Orsini, A. C. R., Barboza, S. I. S., & Costa, F. J. da. (2015). Motivations for Adopting Favorable Behavior towards the Animal Cause: An Experimental Study. Administração Pública E Gestão Social, 7(3), 158–167. https://doi.org/10.21118/apgs.v7i3.4535

Issue

July-september 2015: 7(3), 108-167

Section

Articles

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