Investment science
In: Journal of economic dynamics & control, Band 22, Heft 4, S. 645-646
ISSN: 0165-1889
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In: Journal of economic dynamics & control, Band 22, Heft 4, S. 645-646
ISSN: 0165-1889
In: Contributions to Indian sociology, Band 22, Heft 2, S. 316-317
ISSN: 0973-0648
In: India quarterly: a journal of international affairs, Band 38, Heft 3-4, S. 408-410
ISSN: 0975-2684
In: Journal of international economics, Band 55, Heft 2, S. 359-377
ISSN: 0022-1996
In: Journal of accounting and public policy, Band 14, Heft 2, S. 143-160
ISSN: 0278-4254
In: Journal of consumer behaviour, Band 18, Heft 2, S. 89-96
ISSN: 1479-1838
AbstractCharity donation is an important prosocial behaviour that is often generated/strengthened by emotional stimuli from advertising. A similar strategy is often used to trigger the purchase of cause‐related products. The two activities represent direct and indirect methods of financial support and are important topics for researchers and practitioners. Charity donation and purchase of cause‐related products are typically investigated on the basis of different theoretical backgrounds; therefore, they are almost never directly compared with each other. However, the two share some similarities from the perspectives of the donor/buyer and the donation recipient. This article aims to analyse how direct and indirect donation behaviours are influenced by the same emotional stimulus (existential guilt generated by a visual advertisement). In parallel, this article examines the possible moderation effect of similar past behaviours. The study is performed by surveying 374 respondents in Lithuania. Results confirmed that the same emotion (existential guilt) had a direct positive impact on the intention towards both studied behaviours. However, the moderation effect of experience was observed only in the relationship between existential guilt and the intention to donate to charity, signalling the difference in its influence on the two behaviours. These findings enrich the knowledge of the similarities and differences between direct (donating to charity) and indirect (purchasing cause‐related products) donation behaviours. Additionally, it fills in the knowledge gap regarding the relation between the intentions of prosocial behaviours and existential guilt as an advertising appeal.
In: Chen, Minxia, and Joseph Cherian and Ziyun Li and Yuping Shao and Marti G. Subramanyam, Clientele Effect in Sovereign Bonds: Evidence from Malaysia.
SSRN
Working paper