Economic Analysis of Charitable Donations

• Authors: Young Kang Moon , Park Byungho , Lee Sanghak , Kim Jaehwan , Allenby Greg
• Languages of publication: EN

Abstracts

EN

This paper examines the effect of message characteristics on donation behavior using an economic model of giving. The utility of giving can come from one’s own contribution and possibly from the combined contributions of others. Donors are assumed to be constrained utility maximizers, and the message attributes affect the degree to which they react altruistically or egoistically. The model is estimated with data from an incentive-aligned study of South Korean consumers, and implications for message optimization and donor targeting are explored.

Keywords

EN

direct utility model; hierarchical Bayes; altruism; non-profit marketing

• Publisher: Uniwersytet Warszawski. Wydział Nauk Ekonomicznych
• Journal: Journal of Marketing and Consumer Behaviour in Emerging Markets
• Year: 2016
• Issue: 2(4)
• Pages: 40-57

Dates

online

2016-10-06

Contributors

author

Young Kang Moon

• KAIST College of Business, Seoul, Korea

author

Park Byungho

• KAIST College of Business, Seoul, Korea

author

Lee Sanghak

• University of Iowa, Iowa City, Iowa, USA

author

Kim Jaehwan

• Korea University Business School, Seoul, Korea

author

Allenby Greg

• Ohio State University, Columbus, Ohio, USA

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Identifiers

ISSN

2449-6634

DOI

10.7172/2449-6634.jmcbem.2016.2.3