Economic Analysis of Charitable Donations
Journal Title: Journal of Marketing and Consumer Behaviour in Emerging Markets - Year 2016, Vol 2, Issue 4
Abstract
This paper examines the effect of message characteristics on donation behavior using an economic model of giving. The utility of giving can come from one’s own contribution and possibly from the combined contributions of others. Donors are assumed to be constrained utility maximizers, and the message attributes affect the degree to which they react altruistically or egoistically. The model is estimated with data from an incentive-aligned study of South Korean consumers, and implications for message optimization and donor targeting are explored.
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- EP ID EP354575
- DOI 10.7172/2449-6634.jmcbem.2016.2.3
- Views 143
- Downloads 0
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