The Impact of Public Service Advertising on Intention to Donate: Explaining Role of Mediator Secretion of Oxytocin Hormone

Authors
maisam shirekhodayi
farzam farzan
rozita fathi
fereshteh khalili
neda roshan
Abstract
Public service advertises are an important issue in social marketing, increase public awareness and develop possible solutions to issues relating public and beliefs, attitudes, and affecting behaviors. This study aims to review the impact of public service advertises on intention to donate, considering the role of mediator secretion of oxytocin hormone. Considering Experimental study, this research designed having retest and posttest with an experimental group and a control group. Statistical populations were female students of Mazandaran University. Through the matched sample for the test group and control group, 10 cases were detected. In this study, people exposed to film type of public-service advertising. blood sample was taken from each individual before and after each film. Finally, participants were answered a questionnaire that aims to measure the variable of intention to donate. To analyze the data and test the hypotheses, SPSS18 was used. results show that there was no significant difference and public service advertising has no effects on intention to donate with and without mediator secretion of oxytocin hormone and research hypotheses were rejected.
Keywords
Public service advertising
Secretion of the oxytocin hormone
Intent to donate
Behavior
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Organizational Resources Management Researches
Volume 5, Issue 4
May 2016
Pages 176-201