Pro-social behaviour: an exploratory study of individuals who undertake positive social behaviours

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Title Pro-social behaviour: an exploratory study of individuals who undertake positive social behaviours
Author Griffin, Deborah; O'Cass, Aron
Publication Title ANZMAC 2005: Broadening the Boundaries : Conference Proceedings
Editor Dr Sharon Purchase
Year Published 2005
Place of publication Perth WA
Publisher University of Western Australia
Abstract While much of the research within the social marketing domain focuses on negative or aberrant social issue behaviours, this study seeks to understand those individuals who voluntarily engage in pro-social behaviours - which in the context of this study is viewed as social issue exchange. Accordingly, this study examines the individual characteristics of involvement, perceived risk, age and gender and their relationships for individuals who voluntarily engage in pro-social behaviours. Data was gathered from a convenience sample of respondents across six social issues. The results indicate that higher social issue involvement is related to a lower perception of risk with engaging in a pro-social behaviour. Moreover, the results indicate that this relationship is most significant for older females.
Peer Reviewed Yes
Published Yes
Publisher URI http://smib.vuw.ac.nz:8081/WWW/ANZMAC2005/index.html
Alternative URI http://www.anzmac.org/
Copyright Statement Copyright remains with the authors 2005. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.
ISBN 0-646-45546-X
Conference name ANZMAC 2005: Broadening the Boundaries
Location Fremantle, West Australia
Date From 2005-12-05
Date To 2005-12-07
URI http://hdl.handle.net/10072/2838
Date Accessioned 2006-02-09
Date Available 2008-10-31T05:50:50Z
Language en_AU
Faculty Griffith Business School
Subject Marketing and Market Research
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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