Motivações Para Adoção de Comportamentos Favoráveis à Causa Animal: Um Estudo Experimental

The objective of this article is to analyze the motivations of people in relation to stimulus that motivate behavior towards the animal cause in order to help social organizations that operate in this sector to use marketing tools more effectively. After the literature review, it was realized an experimental study with four different appeals (pity, pleasure, health and rights) applied with undergraduate students of a federal institution from Paraiba. The final sample was 169 respondents. Descriptive procedures and ranks (for the nonparametric analyses), and psychometric analysis were used for data analysis, and, for the stimuli, variance analysis, using both parametric and nonparametric tests was undertaken. Results indicate that rights, health, pity and pleasure stimuli have equally moderated efficacy on the predisposition to money donation, voluntary work and animal adoption, with some variations according to specific group characteristics. Key words: Social organizations, Animal cause, Experiment.