Economic Analysis of Charitable Donations

• Autorzy: Moon Young Kang , Byungho Park , Sanghak Lee , Jaehwan Kim , Greg Allenby
• Języki publikacji: EN

Abstrakty

EN

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. (original abstract)

Słowa kluczowe

EN

Marketing; Economic analysis; Donation

PL

Marketing; Analiza ekonomiczna; Darowizny

• Czasopismo: Journal of Marketing and Consumer Behaviour in Emerging Markets
• Rocznik: 2016
• Numer: nr 2(4)
• Strony: 40--57

Twórcy

autor

Moon Young Kang

• KAIST College of Business, Seoul, Korea

autor

Byungho Park

• KAIST College of Business, Seoul, Korea

autor

Sanghak Lee

• University of Iowa, USA

autor

Jaehwan Kim

• Korea University Business School, Seoul, Korea

autor

Greg Allenby

• Ohio State University, Columbus, USA

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Identyfikatory

DOI

10.7172/2449-6634.jmcbem.2016.2.3