Determinants of Memory Encoding of Altruistic Messages: M-Delphi and F-DEMATEL Approach

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 researchers initially proposed ten factors, and two factors were added after the first Delphi round. The analysis revealed three causal factors and four effect factors. The findings provide several contributions to communication literature. They also provide managerial implications for managers in non-profit organizations on the effective communication of altruism.