| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.97 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A criança é um ser humano que tem direito à vida devendo, por isso, ter acesso a todo o tipo de condições que promovam o seu pleno desenvolvimento. Mundialmente, assiste-se à realidade de que nem todos os cidadãos têm os mesmos direitos, devido à falta de condições em que vivem, melhor dizendo, sobrevivem. Nesta dissertação pretendeu-se estudar uma estratégia para o aumento das doações para causas sociais, nomeadamente no que concerne às crianças desfavorecidas. Para este fim, realizaram-se quatro estudos através da recolha de amostras populacionais: três realizados em Portugal e um realizado nos Estados Unidos da América. Nestes estudos, pretendeu-se investigar qual o tipo de mensagens que tem mais impacto no aumento das doações, quer para vítimas identificáveis quer para vítimas estatísticas: mensagens em termos positivos vs. em termos negativos. Concluiu-se que as mensagens em termos negativos são as que produzem maior efeito no aumento das doações; que globalmente as mulheres doam mais do que os homens; que os sentimentos de felicidade e generosidade estão diretamente relacionados com o aumento das doações e que as emoções estão associadas com as doações.
The child is a human being who has the right to life and must therefore have access to all kinds of conditions that promote their full development. Worldwide, there is the reality that not all citizens have the same rights, due to the lack of conditions in which they live, in other words, survive. The purpose of this dissertation was to study a strategy for increasing donations to social causes especially for disadvantaged children. To this end, four studies were carried out through the collection of population samples, three of them in Portugal and the other in the United States of America. In these studies, it was intended to investigate which types of messages have the most impact on increasing donations, both for identified victims and for statistical victims: messages in positive vs. negative terms. It was concluded that messages in negative terms are those that have the greatest effect on increasing donations; that globally women donate more than men; that the feeling of happiness and generosity is directly related to increased donations and that emotions are associated with donations.
The child is a human being who has the right to life and must therefore have access to all kinds of conditions that promote their full development. Worldwide, there is the reality that not all citizens have the same rights, due to the lack of conditions in which they live, in other words, survive. The purpose of this dissertation was to study a strategy for increasing donations to social causes especially for disadvantaged children. To this end, four studies were carried out through the collection of population samples, three of them in Portugal and the other in the United States of America. In these studies, it was intended to investigate which types of messages have the most impact on increasing donations, both for identified victims and for statistical victims: messages in positive vs. negative terms. It was concluded that messages in negative terms are those that have the greatest effect on increasing donations; that globally women donate more than men; that the feeling of happiness and generosity is directly related to increased donations and that emotions are associated with donations.
Description
Keywords
Doações Efeitos de enquadramento puro Efeitos de reflexão Vítima identificável Vítima estatística Donations Pure framing effects Reflection effects Identified victim Statistical victim