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How to ask for donations: an experimental approach to fundraising on social media
Hamrová, Alžběta ; Vranka, Marek (advisor) ; Houdek, Petr (referee)
The objective of this thesis was to compare the effectiveness of different psychological effects used in fundraising and to determine which ones are most effective in motivating people to donate in a digital landscape. The research consisted of a field experiment that tested the following elements of charity appeals using social media ads of the organisation UNICEF Czech Republic: gain and loss framing, message type (statistical or anecdotal information), and the use of inclusive or exclusive language. Based on the data, there were no statistically significant differences in the donation intention using the above methods. Thus, for the most part, the results did not support the findings of previous laboratory experiments, which is subsequently set in the broader context of replicability of social science studies. The thesis highlights the importance of retaining some degree of detachment when implementing strategies based on findings from laboratory research into practice. There are reasons to be cautious, both because of the publication bias and because of the diverse conditions in which research takes place, which may influence the effectiveness of particular fundraising tactics. The main contribution of this paper lies in the high ecological validity of the field experiment and the subsequent...
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Portrayal of animal products in advertising
Hamrová, Alžběta ; Rosenfeldová, Jana (advisor) ; Schneiderová, Soňa (referee)
This bachelor thesis deals with strategies and techniques used by advertisers while communicating animal products. Researching these techniques, this paper observes psychological patterns through which our society rationalises animal consumption and subconsciously separates the notion of a living animal from the portion of meat on a plate. These patterns are deeply rooted in the so-called ideology of carnism, an ideology in which animal consumption is considered ethical and acceptable. Despite the justification for animal exploitation, most consumers are sensitive to the suffering of animals, which must be taken into consideration advertisers. Based on case studies of the campaigns Got milk, Vodňanská drůbež and S láskou k mléku, techniques are identified through which these products are communicated in order to make them acceptable by society. While studying these campaigns, the thesis discusses three key strategies that brands use while communicating animal products: celebrity endorsement, anthropomorphisation of animals and idealisation of animal welfare. Based on these findings, we can recognise that advertisers choose certain strategies for the consumer to rationalise meat consumption, thereby contributing to the consolidation of the profitable ideology of carnism.
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