Motivator's Intentions Theory

The Impact of Creative Advertisements on Behavioral Intentions of Donners Application of Theory of Planned Behavior

Background:
Charity organizations all over the world share a common goal; to strive fiercely for donations for the purpose of serving the public interest and common wellbeing of society. These organizations struggle in order to raise funds to be able to help the underprivileged, and over the years the donations made by the public grew with great importance in an era where the funding of the government is very limited to support the ones in need. These charity organizations need to understand the behaviors and intentions of donors in order to generate such fund (Eng Ling, 2012). Studies done specifically on behavior and intentions

Also to help answering this research’s questions:
1. What are the factors affecting donors’ intentions and behavior?
2. How TPB explain donors’ intentions?
3. How creativity of advertisement affect donors’ intentions?
Aims of the research:
The aims of this research are to:
1. Identify the impact of creativity in charity advertisements on the donners’ intentions.
2. Identify the factors affecting people’s intentions to donate.

Literature Review:
Creative Advertising:
J. P. Guilford 1950 was the first one to be interested in the study of creativity, since then various efforts were done in order to define and find a way of measurement for creativity. One of the first researchers who defined creative advertising is Leo Burnett (1968) and defines it as “the art of establishing new and meaningful relationships between previously unrelated things in a manner that is relevant, believable and in good taste". The creative strategy used in advertising is to choose an original and correct way to communicate information and idea to the targeted audience (Elif Eda Balkafl). According to several studies found in the Handbook of creativity, most definitions of the word creativity contain two components: Originality and Appropriateness (Mayer, 2008, p. 449). These two are what creativity is made of, both

The TPB is an extension of the theory of reasoned action (Ajzen & Fishbein, 1980) where it was developed to not only explain but also predict the behaviors of social relevance that are both volitional and non-volitional behavior ( B.C.Marcoux and J.T.Shope, 1997) And according to TPB intentions are followed by behaviors and intentions are influenced by these three basic important factors: subjective norms (social pressures regarding a behavior), perceived behavior (perceived control over behavior) and attitudes (Silva et al, 2014). Which cause 40 to 50 percent of variance in the intentions of behaving in a certain way (Armitage and Conner, 2001). It has also been stated that whenever an attitude and subjective norm are more favorable the greater the perceived behavior, and as a result a person’s intention becomes stronger to perform a specific