Exploring determinants of formation of cognitive anchors from altruistic messages: A fuzzy DEMATEL approach.

Altruistic communication by non-profit organizations plays a crucial role in shaping individuals' perceptions and beliefs about altruism. One of the indicators of effective communication is the anchoring of the messages. Therefore, understanding the underlying determinants of anchoring in altruistic communication is essential. Despite the importance of anchoring in the communication of altruism, extant research has not done much to examine the determinants of anchoring in altruistic communication. This paper investigates the determinants of anchoring in non-profit organizations' altruistic communication through the lens of the dual process theory. It applies the Fuzzy Decision Making Trial and Evaluation Laboratory (F-DEMATEL) method to analyze the causal and effect factors. Data were gathered from 12 social communication experts based in Taiwan. Out of the 12 proposed determinants, three factors, namely consistency, cultural consideration, and emotional anchoring, were established as significant causal factors. Consistency had causal effects on five other factors, namely, the use of metaphors, the use of antinomies, thematic anchoring, understanding the cognitive ability of the audience, and crafting engaging information. Cultural consideration had causal effects on feedback, naming, use of antinomies, thematic anchoring, emotional anchoring, and repetition. Emotional anchoring had causal effects on thematic anchoring, use of antinomies, use of metaphors, consistency, naming, feedback, understanding the cognitive ability of the audience, and repetition. On the other hand, feedback, naming, and use of antinomies were established as significant effect factors. The study's findings offer crucial contributions to the social communication literature and provide important insights for social communication practitioners.

Exploring the Influence of Public Perception of Mass Media Usage and Attitudes towards Mass Media News on Altruistic Behavior.

Based on the cultivation theory and the theory of planned behavior, this study determined how people's perceptions of mass media news and their attitudes towards it impact their altruistic behavior by examining the factors that influence perception. The study collected data from 435 individuals with access to mass media in Taiwan, which were analyzed using SEM. The results revealed that media exposure, credibility, and social influence were critical factors that influenced individuals' perceptions of mass media news, with media exposure having a more significant influence. Surprisingly, the findings demonstrated that perception was negatively related to attitudes, inconsistent with the proposed hypothesis. Thus, perceptions and attitudes were positively associated with altruistic behavior, and attitude was found to mediate the relationship between perceptions about mass media news and altruistic behavior. The study also provides important implications for theory and practice, especially in mass media entities, in developing and adopting practices that promote trust among the audience by encouraging altruistic behaviors through news coverage of various issues.

Success factors of health promotion: Evaluation by DEMATEL and M-DEMATEL methods - A case study in a non-profit organization.

Proper health knowledge and adequate motivation for health activities are key factors that influence an individual to adopt a healthy behavior. Health promotion positively influences progressive behaviors that seek to advance health potential, to continuously improve one's lifestyle. There are many health promotion indications constantly encouraging people to eat healthier food. Based on the successful experience of a non-profit organization promoting a healthier vegetarian diet, this research identifies the operating factors that lead to the success of health promotion. The formulation and implementation of the health promotion strategy must be combined with the key success factors in order to accomplish the objectives. This study assessed seven factors, evaluated using the proposed method. The proposed Decision Making Trial and Evaluation Laboratory (DEMATEL) method constructs the cause and effect model of health promotion, and places forward suggestions and strategies for improvement based on the evaluation of the results. This research compared the original DEMATEL with a Modified DEMATEL (M-DEMATEL) to identify the success factors of health promotion. According to the results of both methods, "leadership", "communication channel" and "budget" are the most important and influential factors when promoting healthy diets. The results have shown the connection and the difference between the two methods. The main purpose of this research is not to determine which method is the best method, instead, to derive the combined effect of both methods.

Evaluating the Social Marketing Success Criteria in Health Promotion: A F-DEMATEL Approach.

Health promotion campaigns are used to raise awareness about health issues with the purpose of improving health outcomes and community wellbeing. They are important for increasing community awareness of health behavior changes. In the application of health promotion, social marketing can be used to influence changes in individual behavior. Social marketing encourages the social behavioral change of the target audience. This social behavioral change refers to the behavior of a certain number of target audiences, not just individual behavior. This research identified various social marketing success criteria to improve the performance of health promotion using decision-making method. Fuzzy decision-making trial and evaluation laboratory (F-DEMATEL) is a structural causal relation method that has been verified effectual in congregating the viewpoints of professionals and thus providing information of greater reliability in various areas. F-DEMATEL method helps to identify the core problems and direction of improvement in complex systems by quantifying the degree to which criteria attributes interact with each other. This research applied F-DEMATEL to evaluate the complex interrelation success criteria of social marketing in order to effectively implement health promotion. Several effective criteria were derived from this research. These influential criteria are "Designing effective Communication message", "Meeting the needs of beneficiaries", "Providing more benefit than cost", "Marketing mix elements", "Customer orientation", "Organizational advantage" and "Market selection". The practitioner must consider the needs of the recipients to accomplish a successful social marketing campaign in health promotion. Moreover, the practitioner also has to design an attractive message and marketing mix strategy to communicate the benefits of the behavioral change to the target audience. Besides, the message delivered by the known organization increases the success of social marketing in promoting healthy lifestyle. This study provides important information for the non-profit organization about selecting the significant criteria to lead to the success of the campaign.