A conceptualization and exploration of conspicuous versus non-conspicuous donation behavior

Abstract

The study of donation behavior has been significant in recent years as charitable organizations realise the value of marketing strategies in order for growth and survival. Consequently, in recent years the growing trend, to increase awareness of charities and generate much-needed funds, has been the sale of empathy ribbons and the like (eg. red noses etc.). However, it is argued that the motivation behind the purchase of empathy ribbons is largely ostentatious rather than altruistic and, thus, is viewed under the broader umbrella of "conspicuous compassion" (West, 2004). As such, this paper documents the conceptualization of what we term "conspicuous donation behavior" and "non-conspicuous donation behavior" and provides initial insight into their relationships with involvement, 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 "nonconspicuous donation behavior". The results provide a number of theoretical and practical implications and pre-empt new avenues for future research.