Economic Analysis of Charitable Donations

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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
Publisher
Faculty of Management University of Warsaw
Issue Date
2016-09
Language
English
Citation

Journal of Marketing and Consumer Behaviour in Emerging Markets, v.2, no.4, pp.40 - 57

ISSN
2449-663
DOI
10.7172/2449-6634.jmcbem.2016.2.3
URI
http://hdl.handle.net/10203/223555
Appears in Collection
MT-Journal Papers(저널논문)
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