Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/311483 
Year of Publication: 
2016
Citation: 
[Journal:] Journal of Marketing and Consumer Behaviour in Emerging Markets (JMCBEM) [ISSN:] 2449-6634 [Issue:] 2 [Year:] 2016 [Pages:] 40-57
Publisher: 
University of Warsaw, Faculty of Management, Warsaw
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.
Subjects: 
direct utility model
hierarchical Bayes
altruism
non-profit marketing
JEL: 
C110
D640
C510
M30
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by-nc-nd Logo
Document Type: 
Article

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