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Theses --- Empathy. --- Empathy --- Attitude (Psychology) --- Caring --- Emotions --- Social psychology --- Sympathy

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Nursing Care --- Empathy --- Nursing, Supervisory --- Interprofessional Relations --- psychology

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Belgian charities play a key role in humanitarian and development aid, both nationally and internationally. It is therefore essential for them to be able to organise effective fundraising campaigns. The persuasive methods of these campaigns often make use of the empathic character of donors, and this plays an essential role in their decision to donate. This thesis first presents a review of the scientific literature on the variables influencing donor behaviour, with particular attention to the emotional motivations and empathy of the donor. Then, results of a qualitative study conducted among fundraisers in various Belgian charities are presented and discussed. The results of this study show that, despite the existing theoretical tools and studies, the design of persuasive fundraising messages is mainly based on the know-how of the designers. These campaigns put forward content oriented towards the reality of the field and reject the use of shocking and sensationalist content. Finally, according to the interviewees, the empathy of the donor positively influences his donation intention and is preferred to the pure appeal of negative emotions.

Charities, Fundraising, Empathy, Donation, Humanitarian Aid, Emotions --- Sciences économiques & de gestion > Marketing

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Objectif : Cette recherche a pour objectif de mieux comprendre les liens entre l’insensibilité émotionnelle et les composantes affectives et cognitives de l’empathie. Plus précisément, elle étudie l’anxiété et le genre comme variables interactives dans cette relation. La recherche est effectuée sur une population d’enfants d’âge préscolaire et scolaire. Méthodologie : L’échantillon comprend 261 participants âgés de 4 à 9 ans, de la Fédération Wallonie-Bruxelles. La récolte de données a été effectuée à l’aide de trois questionnaires en ligne, remplis par les parents. Le premier a permis de récolter les scores liés à l’insensibilité émotionnelle et aux sous dimensions (ICU ; Frick et al., 2004). Le deuxième consiste à récolter les mesures de l’empathie affective et cognitive (GEM ; Dadds et al., 2008), et le dernier rend compte du niveau d’anxiété (CBCL ; Achenbach & Rescorla, 2000). Résultats : Il existe une corrélation négative et significative entre les sous dimensions « absence de conscience morale », « insouciance à la performance », « manque d’expression émotionnelle », « insensibilité émotionnelle » et l’empathie affective et cognitive. Les résultats montrent une diminution de l’empathie affective lorsque l’enfant présente une insensibilité émotionnelle, et ce quel que soit le niveau d’anxiété et le genre. L’empathie cognitive diminue également lorsque l’enfant présente une insensibilité émotionnelle, et ce quel que soit le niveau d’anxiété. Toutefois, lorsque l’anxiété est élevée, la diminution de l’empathie cognitive est plus importante. Conclusion : Il semble important d’étudier plus largement les facteurs impliqués dans l’insensibilité émotionnelle, plus spécifiquement dans les profils primaire et secondaire, afin de comprendre davantage les liens entre l’insensibilité émotionnelle et les composantes empathiques. En effet, même si l’anxiété élevée pourrait jouer un rôle dans la diminution de l’empathie cognitive, ce lien ne semble pas précis. Afin de mieux comprendre ce qui régit l’association entre l’insensibilité émotionnelle et les composantes empathiques, une réplication de cette étude semble nécessaire.

callous unemotional traits --- empathy --- insensibilité émotionnelle --- empathie --- Sciences sociales & comportementales, psychologie > Traitement & psychologie clinique

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In a business world where customer experience has become a top priority and a key competitive differentiator, companies are trying every day to create delightful experiences for their users to gain competitive advantage. What makes this challenge even harder is the digital transformation that is disrupting the way customers are experiencing products and services. With the technological evolution, users gained more power in terms of dictating the rules and they are looking for simple, consistent, and personalized experiences. This means that the customer experience is different when we are in a digital context and the customers’ expectations are shaped by new standards. 
In order to be able to meet those new requirements, marketers need new ways of thinking innovatively and of designing products and services that are user centric and that put the customer first. Design thinking can be seen as a promising method to achieve this, as it is a human-centered problem-solving method that starts from human needs and creates solutions around them through a creative and iterative process. 
This master thesis tries to explore how can marketers use design thinking to optimize the digital customer experience. Through an exploratory market study, we have interviewed professionals from different Belgian design agencies to discover how is design thinking used today to solve marketing challenges and how can its’ process be used to optimize the digital customer experience.
The results showed that design thinking has a great potential to optimize the digital customer experience, and when applied properly marketers can beneficiate from it to create exceptional experiences around their offerings. The process of design thinking allows to be more creative, to start from real user’s pain points, to come up come up with innovative solutions and to test them with end-users before launching them. The user centricity and innovativeness of this approach allows companies to improve the user experience and offer the simple, personalized and engaging experiences that customers are dreaming of when interacting with companies through digital touchpoints.

Customer experience, digital touchpoints, user-experience, design thinking, empathy, human-centricity, innovation --- Sciences économiques & de gestion > Marketing