L’intrusion perçue des sollicitations de don d’argent par les associations et son influence sur la résistance : conceptualisation et mesure de l’état de résistance

Abstract : The use of marketing techniques has had a strong impact on the relationship between donors and associations. This thesis aims to explain the resistance behavior resulting from the perceived intrusion of associations' solicitations during fundraising campaigns. A review of the literature and two empirical studies have been conducted. The qualitative study explores the perceived intrusion of donation solicitations through a thematic analysis of 18 semi-directive interviews. Three forms of perceived intrusive solicitation are highlighted: solicitations by telephone, at home and in the street. A second quantitative study has been conducted with a sample of 1137 individuals. The results show a clear positive influence of the perceived intrusive solicitation on the resistance behavior. The study also reveals that solicitation by telephone is perceived as the most intrusive. Furthermore, three profiles emerge: the comprehensive, the independent and the resistant individual. Only the first group does not seem to perceive telephone solicitation as intrusive. This research brings added contribution to the literature on consumer resistance (consumer research) and donor behavior (social marketing). This study also confirms the link between perceived intrusion and resistance to solicitations, and thus helps associations to rethink their communication efforts.
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Fayrouz Akrim. L’intrusion perçue des sollicitations de don d’argent par les associations et son influence sur la résistance : conceptualisation et mesure de l’état de résistance. Gestion et management. Université de Bretagne Sud, 2017. Français. ⟨NNT : 2017LORIL445⟩. ⟨tel-01689761⟩

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