The Effect of Other-Benefit/Self-Benefit Appeals on Volunteer Participation to the moderating role of Regulatory Focus
This study is about the Effectiveness of Other-benefit Versus Self-benefit Appeals in volunteer participate to Regulatory Focus. There are two assumptions, one is “In the promotion-framed, the participation rate of volunteer participation, attitude of volunteer participation, and future image of volunteers will be higher”, the other is “Under the prevention-framed, the participation rate of volunteers, attitude of the participation of volunteers, the future image of volunteers will be higher” This study used Experimental method with between subjects and 2 * 2 experiments. There were total of 140 subjects which were the students who pass by the restaurant in the school. There were four different poster propagandas to promote cleaning the beach volunteer activities. And manipulate the Regulatory Focus through poster text and picture, and manipulate the altruistic through poster text. Life is not always what we want it to be, so is experiment. Although in the prevention-framed, the volunteer participation attitude and the future image of volunteers support with the hypothesis. In the promotion-framed, reality rejects all the assumptions, including the volunteer participation rate, attitude of the participation of volunteers, the future image of volunteers.