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| Author: | Brady, M.K. (et al.) |
| Title: | How to give and receive: An exploratory study of charitable hybrids |
| Journal: | Psychology & Marketing
2002 : NOV, VOL. 19:11, p. 919-944 |
| Index terms: | Consumer behaviour Charities Models |
| Language: | eng |
| Abstract: | Charitable hybrids, such as museums and universities, are such organizations, supplementing traditional revenue streams by soliciting charitable contributions, thus evoking a complex consumer decision process. For these firms, giving good service may yield an added benefit of maximizing charitable contributions received. Drawing on both the services and charitable giving literatures, a model of the consumer decision process is developed in this hybrid situation. In an exploratory test of the model, initial evidence is found that both classes of effects have significant influence on donors' intentions to give. However, in charitable giving contexts, organizational identification appears to fill a central role in influencing decision outcomes. |
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