Rosenblatt, Jerry A.; Cusson, Alain J.; McGown, Lee
January 1986
Advances in Consumer Research;1986, Vol. 13 Issue 1, p235
Conference Proceeding
This paper deals with the choice process of individuals for making charitable donations to non-profit organizations. Specifically, a Donating Behavior Model (DBM) is proposed, to assess the criteria with which consumers base their decisions concerning giving to one non-profit organization as opposed to another. The focu3 of the paper is on validating the antecedent and consequent variables proposed in the model of chari t- able donations in the case of limited donation budgets. The results indicate that severity, involvement, predominance and alleviation are good predictors of importance, and that importance in turn is a good predictor of donating behavior.


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