By Larry D. Witzel
Unpublished manuscript (March 3, 2024)
School of Communication and the Arts, Liberty University

Abstract

The purpose of this study was to determine the historical pre-registration and attendance rates of participants in a group of Seventh-day Adventist evangelistic events, measuring the variance in these rates between different marketing communication channels used. This quantitative research-based essay explored a dataset of pre-registrations and attendance at 119 of these events. It found that people who put forth more effort into the pre-registration process attended at higher rates than those that required lower effort, matching the expectation of Cialdini’s persuasion principle of commitment and consistency. This helps to increase our understanding of how making a commitment to attend through pre-registration varies based on the difficulty of the pre-registration process. By using this data of the registration and attendance rates, church marketing practitioners will be better able to diagnose issues in the marketing funnel and measure how any future modifications to this funnel impact these registration and attendance rates.

Keywords: Cialdini’s consistency, foot-in-the-door technique, Seventh-day Adventist evangelism, event pre-registration and attendance

Citation

Witzel, L. D. (2024, March 3). Analysis of promotion, pre-registration, and attendance data for Seventh-day Adventist evangelistic events [Unpublished manuscript]. School of Communication and the Arts, Liberty University.