Identity Congruency Effects on Donations

This article describes several field and laboratory experiments that investigate an identity congruency effect on donations. Experiment 1 is a field experiment showing that consumers give more money to a public radio station if they are told that a previous donor who shares their identity also made...

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Veröffentlicht in:	Journal of marketing research 2008-06, Vol.45 (3), p.351-361
Hauptverfasser:	Shang, Jen, Reed, Americus, Croson, Rachel
Format:	Artikel
Sprache:	eng
Schlagworte:	Charitable giving Consumer behavior Consumer research Donations Experiments Fundraising Gender identity Identity Marketing Nonprofit organizations Radio stations Self esteem Social identity Social psychology Studies
Online-Zugang:	Volltext
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