@article{article_992342, title={Analyzing the Role of Mystic Appeals on Donation Intention}, journal={İşletme}, volume={2}, pages={61–73}, year={2021}, author={Aytaç, Muhammed Bilgehan}, keywords={mystic appeals, donation appeals, mysticism, social marketing, donation intention, ads}, abstract={Today, together with the increasing population, the social, economic, and environmental problems our World is experiencing are increasing and becoming prevalent. Donation by consumers is one of the essential income items of non-profit organizations that fight against these problems. Furthermore, the increase of these problems creates pressure on businesses, and businesses react to these pressures by organizing donation campaigns within social marketing. Several different methods are being used for delivering these campaigns to consumers, which are analyzed empirically in consumer behavior literature. This study analyzed the effect of mystically designed appeals on donation intention, which can be accepted as one of these methods. It is already known that mystic visuals create positive effects in landscape preference studies. Inspired by this fact, a pilot study was carried out in which the effect of mystical-themed appeals on donation intention was analyzed experimentally. Analysis of the study revealed the negative effect of mystical appeals on donation intention. Findings discussed together with implications and theoretical contributions.}, number={2}, publisher={İbrahim APAK}