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

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Title A conceptualization and exploration of conspicuous versus non-conspicuous donation behavior
Author Griffin, Deborah; Grace, Debra Ann
Publication Title Proceedings of EMAC 2005
Editor Grabirelle Trolio
Year Published 2005
Place of publication Milan, Italy
Publisher Bocconi University
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.
Peer Reviewed No
Published Yes
Publisher URI http://www.marketing-centrum.de/projekte/emac/current/contributions.php?limit1=-9&limit2=10
Conference name 34th EMAC Conference
Location Milan, Italy
Date From 2005-05-25
Date To 2005-05-27
URI http://hdl.handle.net/10072/36239
Date Accessioned 2006-06-19
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject PRE2009-Marketing and Market Research
Publication Type Conference Publications (Full Written Paper - Non-Refereed)
Publication Type Code e2

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