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Financially Stressed? You’re Covered! : Using Emotional Support in Financial Advertisements Jeong, Emily; Lee, Austin; Li, Bowen; Proulx, Jason; Yen, Aaron
Abstract
University students often struggle with financial hardships. Yet, UBC enrolment services professionals report strikingly low student attendance rates for their financial education programs. One factor that may influence attendance rates for students with high financial stress is how receptive they are to advertisements promoting these programs. It is possible that for students under considerable financial distress, advertisements that provide emotional support may be more appealing and increase the likelihood that students will attend a workshop in the future. To test this, we recruited 140 UBC students to read one of two different advertisements: the current informational support-based advertisement or a modified emotional support-based version of the advertisement. Afterward, participants rated how appealing they found the message and how likely they would attend a financial workshop after reading the message. For students under high financial stress, there were no differences in message appeal. However, these same financially stressed students reported a greater likelihood of attending a workshop after reading the emotional support-based advertisement as compared to the current, informational support-based advertisement. Our study emphasizes the importance of conveying emotional support to students with high financial stress to help increase the likelihood that students’ will access financial services at UBC. Disclaimer: “UBC SEEDS provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student project/report and is not an official document of UBC. Furthermore readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned in a report or the SEEDS Coordinator about the current status of the subject matter of a project/report.”
Item Metadata
Title |
Financially Stressed? You’re Covered! : Using Emotional Support in Financial Advertisements
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Alternate Title |
Emotional Support in Financial Advertisements
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Creator | |
Contributor | |
Date Issued |
2016-04-08
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Description |
University students often struggle with financial hardships. Yet, UBC enrolment services
professionals report strikingly low student attendance rates for their financial education
programs. One factor that may influence attendance rates for students with high financial stress
is how receptive they are to advertisements promoting these programs. It is possible that for
students under considerable financial distress, advertisements that provide emotional support
may be more appealing and increase the likelihood that students will attend a workshop in the
future. To test this, we recruited 140 UBC students to read one of two different advertisements:
the current informational support-based advertisement or a modified emotional support-based
version of the advertisement. Afterward, participants rated how appealing they found the
message and how likely they would attend a financial workshop after reading the message. For
students under high financial stress, there were no differences in message appeal. However, these
same financially stressed students reported a greater likelihood of attending a workshop after
reading the emotional support-based advertisement as compared to the current, informational
support-based advertisement. Our study emphasizes the importance of conveying emotional
support to students with high financial stress to help increase the likelihood that students’ will
access financial services at UBC. Disclaimer: “UBC SEEDS provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student project/report and is not an official document of UBC. Furthermore readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned in a report or the SEEDS Coordinator about the current status of the subject matter of a project/report.”
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Genre | |
Type | |
Language |
eng
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Series | |
Date Available |
2017-03-14
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Provider |
Vancouver : University of British Columbia Library
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Rights |
Attribution-NonCommercial-NoDerivatives 4.0 International
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DOI |
10.14288/1.0343173
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URI | |
Affiliation | |
Campus | |
Peer Review Status |
Unreviewed
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Scholarly Level |
Undergraduate
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Rights URI | |
Aggregated Source Repository |
DSpace
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Item Media
Item Citations and Data
Rights
Attribution-NonCommercial-NoDerivatives 4.0 International