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Online consumer behavior has been changed by external factors impacting over psychological penetration of individaul. The decision-making aspect and collective action of the group seem to be associated with technological interferences. Therefore, different theories have been introduced to investigate the changes. This study will be discussed theories involved with online consumers psychology and the concepts of the “SickKids vs. Conventional fundraising” campaign which has been launched in 2016. The campaign has been developed with the main aim to provide fundraising for sick children with about $1 bn in Toronto& s hospitals. Long period sustainability in promoting health of children with fund is effective to develop with dominoes and partners with. This campaign has followed both the business and cultural incorporation in case of developing the health of children. The charity of this campaign has been dramatically developed in four years of duration. This report is going to evaluate some theories associated with online consumer psychology, namely “Self-actualisation and Maslow's Hierarchy”, “Elaboration Likelihood Model”, “self-dertermination theory” and “Motivation”. Therefore, in next part of this report going to be discussed the limitation of this “SickKids vs. Conventional fundraising” campaign regarding self-determination, motivation, and incorrect hierarchy. However, the final, section of this report will provide greater insight into the success arte of this campaign with online consumer psychology theories application.
The campaign has accumulated $1 bn of funding with technological advancement implementation. However, this campaign is from Canada, and the media marketing campaign has been promoted with median buy. Media buy includes TV, out-of-home, print, social, and digital media platforms for the integrated aspect of this camping. In 2016, SickKids vs. has been launched SickKids vs. Conventional fundraising campaign for developing funding for specific goals and aims. The business and culture both have been considered as the key elements to incorporate within this campaign. The funding development with charity and partners is greatly involved with the camping aim. Hospitals from Toronto have come into consideration for this campaign. Lori Davison (VP, Head of Brand & Communications, SickKids Foundation) has stated, “The SickKids VS campaign has been transformational for both the business and the culture at SickKids Foundation and The Hospital for Sick Children itself” (Ipaeffectivenessawards2020.awardsengine.com, 2022). However, this charity fund has been able to raise funds for developing child health and hospital monitoring over staff and care providers at the organization. SickKids from Canada has been identified as one of the largest charitable funds and the world& s first pediatric health care institution.
The desire of an individual or an organization to reach its full potential is covered under the Self-actualisation theory. Maslow mentions that once the previous needs are met, the new needs can be met and that generates a better understanding of human nature (Loxton et al. 2020). In online marketing, the factors that mostly drive consumer behaviour are perceived ease and perceived usefulness. The thoughts perceived by the consumers affect the service an online campaign aims to provide. The SickKids campaign was initiated with the main motive of building new hospitals for children. It can be said that this need was drawn by the fact that there were not enough healthcare facilities for children in the first place and that ignorance needed a concrete change. The self-actualisation theory mentions the possibility of not being able to meet the required needs and how that drives towards motivation (Gbadamosi, 2019). SickKids was one of the largest initiatives in the whole of Canada that was created after the realization that the required needs of the children were not being met regarding healthcare access.
The above figure demonstrates that the self-actualisation section of Maslow's hierarchy includes the desire of reaching the utmost success. This has evidently been a driving force in the case of the campaign that started with two aims one of them being their self-improvement. As mentioned by Fallatah and Syed, (2018), it takes an immense level of motivation to with to an extent that even the desired targets are outrun. The SickKids campaign was able to raise more than half of its 1.3 billion goals and that was a clear representation of a desire for self-improvement (Sickkidsfoundation. 2019). However, the factor that most influenced this desire would be the betterment of the children in Canada. Maslow's theory mentions self-actualization but does not omit the fact that a desire to make an intervention at the social level can initiate such a campaign. The main drawback of this theory still exists because it neglects the fact that one particular need can be more important than the other (Loxton et al. 2020). In this context, it still remains unknown whether the desire to make change for the children's interests was the driving force behind this huge success. It is possible that an urge to gain a name in the social environment or exceed the self-created targets has been the main factor behind the campaign's success.
The reasons behind a developing attitude in the consumers and how this attitude drives toward change in service are explained by the elaboration model. This model mentions that it is very important to understand this attitude formation to understand the changes in marketing because these might be the driving forces (Cyr et al. 2018). The main lessons that have been drawn from the model include the fact that consumers are likely to change their decision regarding a service based on certain beliefs. It can also be their random choices that affect the success of the service and in this context; both the probabilities cannot be omitted. The SickKids campaign was based in Canada for the children who did not have direct access to the available hospitals or other healthcare facilities. However, the fact that the patients were numbered at first might be indicative of social beliefs preventing the children from getting the facilities. For example, there are some taboo beliefs in certain regions of Canada regarding the ethnicity and caste of children that pose as barriers to their healthcare accessibility (Kidsnewtocanada. 2020). Also, factors like refugee status and immigration pose challenges to the entitlement of sick children towards desired healthcare.
It can be said that beliefs regarding these social privileges might have hampered the success of the campaign at first. The above figure demonstrates the various steps involved in the elaboration model and the fact that each step has two options. Firstly, the shift of attitude in the consumers is declared as temporary and they are likely to counter persuade based on the situation (Shahab et al. 2021). This is evident from the huge success of the SickKids campaign which might have been the result of the sudden decision of the people to change their expired thought processes. This might have been in accordance with creating a better life for the children that worked as a motivation factor for the campaign. The ability to accept the process as mentioned in the model might have been driven by the existing knowledge and motivation. As said by Li et al. (2021), the psychological process of individuals might affect the follow-up services that are required to evaluate the success of an online health-related campaign. The temporary nature of the consumers& attitude change is a threat in this context that might have affected the success of the campaign later on.
The Self-determination theory is based on three aspects that influence the motivation of an individual or an association in fields of healthcare, sports and many other life domains. As said by Ntoumanis et al. (2021), the habits and choices made in the lifestyle course influence healthcare. Healthcare is a very critical field because it involves the lives of people and the SickKids campaign has been an attribute of it. The ability to make the required changes in the field of healthcare is also driven by these choices made as mentioned by the theory. The figure below demonstrates the three types of psychological needs that drive the changes in lifestyle choices. The competency element describes the effectiveness required for dealing with the outside environment and this applies to the context of both the campaign as well as the target audience. The reason behind the huge success of the SickKids campaign was the precedent of worsening conditions of children for not receiving equal healthcare (Sickkidsfoundation. 2019). The supportiveness of the environment influences the competence factor hugely, eventually increasing motivation (Ntoumanis et al. 2021). The availability of a target audience who could be provided equal healthcare such that the campaign could serve its main purpose was the driving force behind this competence.
The quality of motivation is controlled by the level at which the psychological needs are being fulfilled. This element of Autonomy falls under the Self-Determination theory because it is supported by the attempt of grasping a wish or perspective (Gillison et al. 2019). It also involves understanding the p
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