The Varying Impact of Self and Other-Oriented Message Appeals on Volunteering

Öz

Gönüllülük, topluma, kuruma veya bireye katkıda bulunmanın bir yoludur. Gönüllülük, bireyin kişisel çıkarını tatmin etmek veya başkalarına fedakarca yardım etmek için değer yaratır. Bu çalışma, kendi kendine karşı diğer odaklı mesajların mevcut ve potansiyel gönüllülerin niyet ve tutumları üzerindeki etkisini incelemeyi amaçlamaktadır. İşe alım ilanlarına yönelik tutum ve organizasyon için gönüllü olma niyeti açısından olası etkilerini ortaya çıkarmak için hayali vakıflar kullanılarak iki çalışma tasarlandı. Çoğunlukla gönüllü yetişkinlerden oluşan Çalışma 1'e göre, başkaları yönelimli mesajın öz yönelimli mesajdan daha harekete geçirici olduğu bulunmuştur. Ancak, esas olarak gönüllü olmayan öğrenci örnekleminden oluşan Çalışma 2'de, iki mesaj tipinin niyet üzerindeki etkileri ters yöndeydi. Öz yönelimli mesajlar kullanıldığında, katılımcıların kuruluşlara gönüllü olma niyetinin daha yüksek olduğu ortaya çıkmıştır. Yapılan takip analizinde, başkaları yönelimli mesajlara kıyasla, öz yönelimli mesajların, gönüllü olmayanların gönüllü olma niyetleri üzerinde daha yüksek etkisi olduğunu ortaya koydu. Bu bulgular, gönüllülük üzerindeki etkileri açısından tartışılmış ve gönüllülere veya gönüllü olmayanlara etkili bir şekilde nasıl yaklaşılacağının belirlenmesinde öz yönelimli ve başkaları yönelimli güdülerin rolüne ilişkin son bulgularla ilişkilendirilmiştir.

Anahtar Kelimeler

• Gönüllülük
• Mesaj Yönelimi
• Öz yönelimli mesajlar
• Başkaları Yönelimli Mesajlar

The Varying Impact of Self and Other Oriented Message Appeals on Volunteering

Öz

Volunteerism is a means of contributing either to the society, the organization or the individual. Either for satisfying individual’s self-interest or for altruistically helping others, volunteering creates value. The study aims to examine the impact of self versus other-oriented messages on intentions and attitudes of existing and potential volunteers. Two studies were designed using fictitious foundations, to find out the potential effects of in terms of attitude towards recruitment ads and intention to volunteer for the organization. According to Study 1, which consisted of mainly volunteering adults, the other-oriented message is found to be more activating than the self-oriented message. However, in the Study 2, which comprised of a mainly non-volunteer student sample, the two appeal’s intentional effects were in opposite direction. Participants were found out to have higher intention to volunteer for the organizations when self-oriented messages were used. Follow-up analysis of the combined data revealed that non-volunteers’ intention to volunteer was higher with self-oriented appeal than with an other-oriented appeal. These findings are discussed in terms of the implications on volunteerism and linked to recent findings regarding the role of self-and other oriented motives on determining how to approach volunteers or non-volunteers in an effective manner.

Anahtar Kelimeler

• Volunteering
• Message appeal
• Self-oriented appeal
• Other-oriented appeal

Kaynakça

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