Thesis (Selection of subject)Thesis (Selection of subject)(version: 368)
Thesis details
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Priming as a tool for triggering prosocial behavior
Thesis title in Czech: Priming jako spouštěč prosociálního chování
Thesis title in English: Priming as a tool for triggering prosocial behavior
Key words: priming, neziskový sektor, behaviorální ekonomie, heuristika
English key words: priming, nonprofit, behavioral economics, heuristics
Academic year of topic announcement: 2018/2019
Thesis type: Bachelor's thesis
Thesis language: angličtina
Department: Institute of Economic Studies (23-IES)
Supervisor: Mgr. Petr Polák, M.Sc., Ph.D.
Author: hidden - assigned by the advisor
Date of registration: 23.07.2019
Date of assignment: 23.07.2019
Date and time of defence: 09.09.2019 09:00
Venue of defence: Opletalova - Opletalova 26, O105, Opletalova - místn. č. 105
Date of electronic submission:31.07.2019
Date of proceeded defence: 09.09.2019
Opponents: Sarah Godar, M.A., Ph.D.
 
 
 
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References
Bibliography
Tversky, Amos, and Daniel Kahneman. “Rational Choice and the Framing of Decisions.” The Journal of Business, vol. 59, no. 4, 1986, pp. S251–S278. JSTOR, JSTOR, www.jstor.org/stable/2352759.

Kahneman, D., & Tversky, A. (1984). Choices, values, and frames. American Psychologist, 39(4), 341-350.http://dx.doi.org/10.1037/0003-066X.39.4.341

THALER, Richard H. a Shlomo BENARTZI. Save More Tomorrow: Using Behavioral Economics to Increase Employee Saving. University of Chicago, University of California, Los Angeles.

SCIENCE27 SEP 1974 : 1124-1131
Kahneman, Daniel, Jack L. Knetsch, and Richard H. Thaler. 1991. "Anomalies: The Endowment Effect, Loss Aversion, and Status Quo Bias." Journal of Economic Perspectives, 5 (1): 193-206.DOI: 10.1257/jep.5.1.193

THALER, Richard. Mental Accounting and Consumer Choice. 1985. DOI: https://doi.org/10.1287/mksc.4.3.199.

BREMAN, Anna. THALER, Richard. Mental Accounting and Consumer Choice. 1985. DOI: https://doi.org/10.1287/mksc.4.3.199. 2006. Job market paper.

Richard H. Thaler & Cass R. Sunstein, "Libertarian Paternalism Is Not an Oxymoron" (University of Chicago Public Law & Legal Theory Working Paper No. 43, 2003).
Preliminary scope of work
Research question and motivation
My research question examines whether the effects known from behavioral economics can be applied in non-profit organizations marketing communication and help increase the effectivity of fundraising. In particular, I am going to implement some changes into mainly online communication of few Czech non-profit organizations and watch the change in amount of money donated per a given time unit. To be specific, some examples of heuristics I am going to use are anchoring effect (anchoring one´s mind to a number) or social proof effect (showing statistics on how many people have donated in a week etc.) The other part of my research includes questionnaires given to donators which will show further motivation for the charity donations and socio-demographic factors affecting donations.
Behavioral economics, recently popularized by Thaler´s “Nudge” and Kahneman´s “Thinking fast and slow,” is quickly developing and companies start to use its effects in their marketing strategies. However, non-profit sector still provides a huge potential for using heuristics and biases of human brain to influence more people to behave in altruistic manner and donate more money for charitable purposes.

Contribution
The thesis aims to provide some new perspectives on marketing communication and the results can be applicable across the Czech non-profit sector and help other organizations to innovate their marketing strategies for practically zero cost. The experiments should also correspond with existing literature related to the topic or similar research conducted in other countries before.

Methodology
I am going to conduct a comparative analysis, evaluating previous and current statistics on how many people donate to the particular organization, what is the frequency of donations, how many people decide to join regular donators club etc. I am going to compare the data before and after the implementation of behavioral economy effects.
Also, I am going to evaluate the questionnaires given to donators.

Outline
1. Introduction
2. Theoretical background: behavioral economics, its development and practical use in marketing
3. Brief characterization of cooperating non-profit organizations and their current marketing communication
4. The experiments and its evaluation
5. The questionnaires and its evaluation
6. Conclusion: discussion on statistical and practical importance, further application of the results
7. Appendix (statistical data, results presented graphically)
Preliminary scope of work in English
Research question and motivation
My research question examines whether the effects known from behavioral economics can be applied in non-profit organizations marketing communication and help increase the effectivity of fundraising. In particular, I am going to implement some changes into mainly online communication of few Czech non-profit organizations and watch the change in amount of money donated per a given time unit. To be specific, some examples of heuristics I am going to use are anchoring effect (anchoring one´s mind to a number) or social proof effect (showing statistics on how many people have donated in a week etc.) The other part of my research includes questionnaires given to donators which will show further motivation for the charity donations and socio-demographic factors affecting donations.
Behavioral economics, recently popularized by Thaler´s “Nudge” and Kahneman´s “Thinking fast and slow,” is quickly developing and companies start to use its effects in their marketing strategies. However, non-profit sector still provides a huge potential for using heuristics and biases of human brain to influence more people to behave in altruistic manner and donate more money for charitable purposes.

Contribution
The thesis aims to provide some new perspectives on marketing communication and the results can be applicable across the Czech non-profit sector and help other organizations to innovate their marketing strategies for practically zero cost. The experiments should also correspond with existing literature related to the topic or similar research conducted in other countries before.

Methodology
I am going to conduct a comparative analysis, evaluating previous and current statistics on how many people donate to the particular organization, what is the frequency of donations, how many people decide to join regular donators club etc. I am going to compare the data before and after the implementation of behavioral economy effects.
Also, I am going to evaluate the questionnaires given to donators.

Outline
1. Introduction
2. Theoretical background: behavioral economics, its development and practical use in marketing
3. Brief characterization of cooperating non-profit organizations and their current marketing communication
4. The experiments and its evaluation
5. The questionnaires and its evaluation
6. Conclusion: discussion on statistical and practical importance, further application of the results
7. Appendix (statistical data, results presented graphically)
 
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