An exploration of conspicuous and non-conspicuous donation behavior based on consumer characteristics

Abstract

This paper explores the conceptualization of what we term “conspicuous donation behavior” and “non-conspicuous donation behavior” and provides initial insight into their relationships with involvement, self-monitoring, age and gender. The results indicate that involvement, age and gender have significant relationships with “conspicuous donation behavior”, whereas only involvement exhibits a significant relationship with “non-conspicuous donation behavior”. The results provide a number of theoretical and practical implications and suggests new avenues for future research.