Date of Award
Dr. Yeung Wai Lan, Victoria
Based on Ferguson, Farrell, & Lawrence (2008)’s study on persuasive messages promoting blood donation, this study has identified a characteristic of persuasive message that could influence Chinese participants’ behavioral intention to donate blood. Participants (N = 66) were randomly assigned to read one of the four messages with different focuses and framings. They then indicated their behavioral intention to donate blood after reading the messages. Two-way ANCOVA, with self-efficacy as covariate indicated that respondents after reading altruistic messages reported a higher intention to donate blood than those who read egoistic messages. Moreover, it is also revealed that within people with high interdependent self, those who read altruistic messages indicated a higher level of intention to donate blood than those who read egoistic messages. While findings may have implication in persuasive communication, it enriched the understanding of persuasive messages within a Chinese context.
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Tam, P. C. (2016). Types of persuasive message promoting blood donation in Hong Kong (UG dissertation, Lingnan University, Hong Kong). Retrieved from http://commons.ln.edu.hk/socsci_fyp/11