Persuasive message strategy for international development campaigns: A theoretical application of the Galileo spatial-linkage model
Lim, Yon Soo
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This dissertation explores a persuasive communication strategy for international development campaigns (IDCs) by considering the interattitude structures of the target audiences using the Galileo spatial-linkage model. Traditional studies of charity campaigns have usually overlooked the dynamics of interattitude structure and have focused on message framing rather than message content. This dissertation overcomes the limitations through the application of the Galileo model that considers the dynamic process of attitude formation and change. It represents the interattitude structure within a spatial coordinate system. Also, the message-optimizing procedure of the Galileo analysis guides the creation of quality messages. A persuasive message strategy for IDCs was suggested in this study. Considering several consistent concepts (education, health, and human rights) that are closely associated with the target audiences' selves in the Galileo space, the recommended message strategy for attitude change emphasizes the close relationships between international aid and the relevant concepts. Message effectiveness was examined. The results supported a significant effect of the Galileo message. The messages moved the concept of international aid close to the self-concept. That is, the persuasive message for IDCs facilitated positive attitude change toward international aid by enhancing the interrelationships among the concepts. In addition, the study supported the theoretical validity of the Galileo model that predicts future behaviors. Also, the results revealed that the attitude measure that considers interattitude structures is better than the direct attitude measure with social-desirability bias.