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The personal and social influences of charity donations

Yap, K.ORCID: 0000-0002-9901-2612 and Wong, J. (2010) The personal and social influences of charity donations. In: 35th Annual Meeting of the Macromarketing Society: Exploring the Frontiers of Macromarketing, 9 - 12 June 2010, University of Wyoming, Laramie

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The critical research question pondered in this paper is whether donation intentions can be predicted by general attitudes toward giving or helping. Using findings from the literature review and several focus groups, the authors propose a conceptual framework of charity donation intentions and test it with data from a sample of 313 survey respondents. Partial least squares regression was used to estimate the model and results indicated that while general attitudes towards helping others are influenced by altruism and collectivism, it does not predict donation intentions to a specific charity organization. The authors conclude that donation intentions to a specific organization is organization- or context-bound and that global predictors, such as personal and social characteristics, may not be as helpful in explaining donation behavior. The authors also call for more research in this area

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