Abstract:
Public service advertisement concentrates on beliefs and attitudes of its target audiences. The aim to examine the effectiveness of public service advertisement through the hormonal marketing approach. This semi- experimental research which involves pre-test and post-test phases consists of two groups, that is, a test group and a control group. Some female students at the University of Mazandaran who were chosen by matched sampling formed the statistical population of this study and were divided into two groups of ten. These people were asked to watch a video with the theme of public service advertisements. Before and after watching the video, blood sample was taken from each person, and every individual was given a gift card and a choice to donate them to charities or keep them to themselves after watching the video. SPSS version 18 was used as the software for data analysis and hypothesis testing. The results revealed that public service advertisements affected the oxytocin hormone secretion, but this have not any impacts on donations made by the test subjects and public service advertisements didn’t influence charitable donations. Changes to oxytocin hormone in response to the effect of public service advertisements was affected by individual differences which depended on personal attributes, location and characteristics.
Machine summary:
Changes to oxytocin hormone in response to the effect of public service advertisements was affected by individual differences which depended on personal attributes, location and characteristics.
Based on the above-mentioned, public service advertisements make some changes in knowledge, attitudes or behaviors of its audience and its effectiveness impact the brain, thus brain interactions cause secretion of oxytocin hormone.
As a result, according to the mentioned issues, the importance of this issue and also considering the mediator role of oxytocin hormone as a predictor in charitable behaviors of people, the researchers' aim is to answer the question whether or not public service advertisements affect financial contribution to charitable activities.
The three hypotheses of this study are as follows: H1: A public service advertisement affects oxytocin hormone secretion.
The public service advertisements show social and charitable activities more prominently and their focus of attention is on the target audience’s attitudes and beliefs which are usually of high degrees of persuasion and express the changes of people's behavior very clearly and, as a result, can cause changes towards charitable activities, making the use of these types of advertisements more effective for studies of this type (Ying Lin, et al, 2013).
Testing the Hypotheses H1: A public service advertisement affects oxytocin hormone secretion.
Rejected the hypothesis It can be concluded that showing public service advertisement for three times has affected oxytocin hormone secretion, but it is ineffective on donations.
According to assessment of the variables in this study, the test results showed that a public service advertisement affected donation with regards to the mediator role of oxytocin hormone secretion.