Development and test of new dimensions of altruistic buying behavior
Purpose - The purpose of this paper is show how altruism provides a basis for understanding motivations that consumers may possess, especially as it relates to their response to buy-national marketing campaigns. The paper aims to report research that examines traditional measures of altruism to dete...
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| Veröffentlicht in: | The Journal of consumer marketing 2009-05, Vol.26 (3), p.185-199 |
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| container_end_page | 199 |
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| container_title | The Journal of consumer marketing |
| container_volume | 26 |
| creator | Hopkins, Raymond A. Powers, Thomas L. |
| description | Purpose - The purpose of this paper is show how altruism provides a basis for understanding motivations that consumers may possess, especially as it relates to their response to buy-national marketing campaigns. The paper aims to report research that examines traditional measures of altruism to determine whether there are differing or additional dimensions of altruism.Design methodology approach - The research is based on a survey of 212 consumers and their responses to previously validated altruism scales. These scales were factor-analyzed to identify new dimensions of altruism.Findings - Eight dimensions of altruism are empirically identified and are demonstrated to be different by demographic groupings and their responses to altruism-based marketing programs.Originality value - Patterns of altruistic behavior can enable marketers to estimate the relative size and behavioral patterns of altruism-based market segments. |
| doi_str_mv | 10.1108/07363760910954127 |
| format | Article |
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| fulltext | fulltext |
| identifier | ISSN: 0736-3761 |
| ispartof | The Journal of consumer marketing, 2009-05, Vol.26 (3), p.185-199 |
| issn | 0736-3761 2052-1200 |
| language | eng |
| recordid | cdi_proquest_journals_220134934 |
| source | Emerald A-Z Current Journals |
| subjects | Advertising campaigns Altruism Consumer behavior Consumers Decision making Demographics Ethnocentrism Family income Global economy Households Humanitarianism Individual development Market segmentation Studies |
| title | Development and test of new dimensions of altruistic buying behavior |
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