Determinants of Memory Encoding of Altruistic Messages: M-Delphi and F-DEMATEL Approach
Chi-Horng Liao
Abstract:One of the key challenges of non-profit organizations is the effective communication of values beneficial to society, such as altruism. Communication can be deemed effective if the message is memory encoded by the recipient. This paper applies social cognitive theory to analyze the determinants of the memory encoding of altruistic messages transmitted to audiences via television. The data were analyzed by the modified Delphi [M-Delphi) and Fuzzy Decision-Making Trial and Evaluation Laboratory [F-DEMATEL). The … Show more
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