Can Tzu Chi Foundation Implement Better Mediating Activities to Change Individual’s Behaviors?

1. Can Tzu Chi Foundation Implement Better Mediating Activities to Change Individual’s Behaviors? Professor：張力元 Student： 9631530 林怡雯 9631536 黃于倫 9631537 魏筱昀9631539 郭彥劭 NPO

2. INTRODUCTION 1 LITERATURE REVIEW 2 HYPOTHESES 3 METHOD 4 OUTLINE RESULT 5 DISCUSSION 6

3. INTRODUCTION • Tzu Chi Foundation is the biggest religious non-profit organization in Taiwan, and Master Cheng Yen is its leader and spokespeople • Tzu Chi Foundation wants to achieve the concept of "harmonious society, to purify people's mind" of the target

4. INTRODUCTION 1 LITERATURE REVIEW 2 HYPOTHESES 3 METHOD 4 OUTLINE RESULT 5 DISCUSSION 6

5. LITERATURE REVIEW AND HYPOTHESES LITERATURE REVIEW • The most useful marketing literature for NPO is Strategic Marketing for NPO • Philip Kotler, Alan R. Andreasen,1987 Avoid Selective attention H2(+) Changing individual’s attitudes Changing individual’s behaviors Avoid misinterpretation H3(+) HYPOTHESES H1(+) Select a right spokespeople H4(+)

6. LITERATURE REVIEW(1/2) Early Research Subsequent Research • organizations can change individual’s behaviors directly without changing their attitudes first • the mediating strategy is made after considering the relationships between attitude and behavior pattern

7. LITERATURE REVIEW(2/2) Scholars think organizations can use two methods to change individual’s behaviors directly. • Legal regulation • Behavioral modification. (Michael Rothschild, William C. Gaidis, 1981) • Individuals may forecast the outcomes which are produced by their behaviors, then choose the beneficial behavior • Organizations can present individuals reinforcers for doing specific behavior

8. INTRODUCTION 1 LITERATURE REVIEW 2 HYPOTHESES 3 METHOD 4 OUTLINE RESULT 5 DISCUSSION 6

9. Praises NOTION Darshan • A kind of Indulgence • Buddhists believe that purify individual’s mind is important, if somebody’s mind is contaminated, then he will commit the original sin

10. HYPOTHESES I Hypothesis 1: • Changing individual’s attitudes have a positive relationship with the likelihood of changing individual’s behaviors Avoid Selective attention H2(+) Changing individual’s attitudes Changing individual’s behaviors Avoid misinterpretation H3(+) H1(+) H4(+) Select a right spokespeople

11. HYPOTHESES II Selective attention Avoid Selective attention H2(+) Changing individual’s attitudes Changing individual’s behaviors Avoid misinterpretation H3(+) H1(+) H4(+) Select a right spokespeople

12. Select Attention Hypothesis 2a: • Avoid selective attention which may damage the effectiveness of mediating activities have a positive relationship with the likelihood of changing individual’s attitudes Hypothesis 2b: • The effect of Avoid selective attention which may damage the effectiveness of mediating activities on changing individual’s behaviors is fully mediated by changing individual’s attitudes

13. Cocktail party effect Cherry (E. C. Cherry) in 1953 • Focus on • the remarks of an individual • not our mother tongue

14. Fear appeal Canadian researchers • temporarily effective • failure in the TV ads • force Ray and Wilkie in1970 • Incentives • suppression

15. The relationship chart Facilitating effects Acceptance of Message Recommendation Level of fear Resultant Nonmonotonic curve Inhibiting effects

16. HYPOTHESES II Avoid misinterpretation • What can change individual ‘s attitude mediating activities? Avoid Selective attention H2(+) Changing individual’s attitudes Changing individual’s behaviors Avoid misinterpretation H3(+) H1(+) H4(+) Select a right spokespeople

17. HYPOTHESES III Sender Encoder mediating decoder receiver Intention message Encoding message Mediating message Decoding message Receive message Feedback Researcher

18. Avoid Misinterpretation Hypothesis 3a • Avoid misinterpretation in mediating activities have a positive relationship with the likelihood of changing individual’s attitudes Hypothesis 3b • The effect of avoid misinterpretation on changing individual’s behaviors is fully mediated by changing individual’s attitudes

19. salesman transmits the important idea to use misfit word Noise(1/2) the tonality or the body language changed the original intention 1 target customer are possibly absent-minded, and neglects essentia 2 3

20. Noise(2/2) If each role all acts by agent or proxy, the static noise possibly increases There are many decoding peoples in mediating process. They possibly have the different interpretation with the same code or data.

21. Method of Tzu Chi Cheng Yen may use some buddhistic oracles to educate individuals. individuals may misinterpret Master Cheng Yen’s opinions. Tzu Chi Foundation they must try their best to avoid any misinterpretation, let individuals fully know the belief

22. HYPOTHESES IV Select a “right spokespeople”！ • What can change individual ‘s attitude mediating activities? Avoid Selective attention H2(+) Changing individual’s attitudes Changing individual’s behaviors Avoid misinterpretation H3(+) H1(+) H4(+) Select a right spokespeople

23. Select a right spokespeople Hypothesis 4a: • Select a right spokespeople in mediating activities have a positive relationship with the likelihood of changing individual’s attitudes Hypothesis 4b: • The effect of Select a right spokespeople on changing individual’s behaviors is fully mediated by changing individual’s attitudes

24. The types of media

25. Spokespeople introduce the organizations’ mission and belief to target consumers 1 2 some great religious clergies are effective spokespeople

26. Balance theory(1/3) Target +/- +/- Behavior Spokespeople +/-

27. like to do the behavior • like the spokespeople Balance theory(2/3) In the figure, a triangle with three sides which may be positive or negative (+ or -) Positive • don’t like to do the behavior • don’t like the spokespeople +/- +/- negative +/-

28. Balance theory(3/3)

29. Select a right spokespeople • Base on balance theory, we believe that select a right spokespeople is very important. • We will advocate the spokesman as a variable, to explore the impact of target consumer. 證嚴上人 Master Cheng Yen

30. INTRODUCTION 1 LITERATURE REVIEW 2 HYPOTHESES 3 METHOD 4 OUTLINE RESULT 5 DISCUSSION 6

31. 1 We extract 30 samples from students The topical subject of this questionnaire has strong relationships with the action of mercy 2 3 All our measures use six-point Likert scales Method (1/2)

32. Measure • How to measure? We measure all variables except “select a right spokespeople” with each five questions, counting the scores of each five questions, and then use the mean statistics of dependent variable

33. INTRODUCTION 1 LITERATURE REVIEW 2 HYPOTHESES 3 METHOD 4 OUTLINE RESULT 5 DISCUSSION 6

34. RESULTS

35. RESULTS(2/3) ß (T-statistic) *p<0.05; **p<0.01; ***p<0.001 Avoid Selective attention 0.445*(2.513) -0.11(-0.639) 0.056(0.279) Changing individual’s attitudes Changing individual’s behaviors Avoid misinterpretation 0.443*(2.523) 0.436*(2.179) 0.474**(3.19) -0.095(-0.534) Select a right spokespeople

36. RESULTS(3/3) After adding mediator into model, the R2 increase 8.8% and model is still significant (p<0.01) • Hypothesis 1 is supported • Hypothesis 2a is not supported • Hypothesis 2b is not supported • Hypothesis 3a is supported • Hypothesis 3b is supported • Hypothesis 4a is supported • Hypothesis 4b is supported

37. INTRODUCTION 1 LITERATURE REVIEW 2 HYPOTHESES 3 METHOD 4 OUTLINE RESULT 5 DISCUSSION 6

38. DISCUSSION(1/3) • Why avoid selective attention have a negative relationship with changing individual’s attitudes Most individuals may be high involvement, they may collect much information to controvert Tzu Chi Foundation’s perspectives

39. 2 1 Social pressure • Individuals contribute their money for some other objectives, for example, tax reduction DISCUSSION(2/3) • Why avoid selective attention have a positive and significant relationship with changing individual’s behaviors directly?

40. 2 1 • The sample of our study is too small to test this hypothesis • The measure of this independent variable is not mensurative DISCUSSION(3/3) Why select a right spokespeople has a negative relationship with changing individual’s behaviors?

41. Thank You