Expressing Demands or Offers: How to Promote Volunteering Using Visual and Verbal Appeals
Journal
International Journal of Business Communication
ISSN
2329-4884
Type
journal article
Date Issued
2022
Author(s)
Abstract (De)
Due to an increased competition for volunteers, nonprofit organizations have intensified efforts to recruit members as volunteers. But how to effectively persuade members to volunteer using visual communication? Research suggests that images are most persuasive when they demand something from the viewer. A demand
is expressed through the depiction of a person who directly gazes at the viewer, whereas an offer is expressed through the depiction of a face with an averted gaze. Demands and offers can also be expressed verbally. A verbal demand is articulated through commands, whereas a verbal offer is conveyed through statements. This study examines whether NPOs should address their members using demands or
offers and whether correspondence between image and text increases persuasion. An experiment among 205 members of a Swiss NPO finds that direct gaze images are most effective. However, image-text matching increases persuasion for campaigns that feature an averted gaze image.
is expressed through the depiction of a person who directly gazes at the viewer, whereas an offer is expressed through the depiction of a face with an averted gaze. Demands and offers can also be expressed verbally. A verbal demand is articulated through commands, whereas a verbal offer is conveyed through statements. This study examines whether NPOs should address their members using demands or
offers and whether correspondence between image and text increases persuasion. An experiment among 205 members of a Swiss NPO finds that direct gaze images are most effective. However, image-text matching increases persuasion for campaigns that feature an averted gaze image.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Publisher
Sage Publishing
Start page
1
End page
22
Division(s)
Eprints ID
266461
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IJBC_Buenzli et al_2022_Expressing Demands or Offers.pdf
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Format
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