1. GIVING FOR A WORTHIER CAUSE? FACTORS INFLUENCING CHANGES TO CHARITABLE GIVING ALLOCATIONS
- Author
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Abdool, Cliff, Gopalakrishna, Pradeep, and Eisner, Alan
- Subjects
Philanthropy ,Social networks ,Charities ,Charitable donations ,Budgets ,Consumer research ,Accounting ,Diseases ,Business ,Facebook (Online social network) ,Twitter (Online social network) - Abstract
Research has found that consumers can be heavily influenced by their social network when making a purchasing decision (Schmitt, Skiera, and Van den Bulte, 2011). Can this influence also change our mental accounting? To study this question more closely, we must examine this new media effect on mental accounting. It is not only important to expand the theoretical framework first proposed by Thaler (1985), but this question has real-world implications. As individuals have limited charitable budgets and charities are in desperate need of donations, it is important to understand which factors can contribute to changing a charitable givers mind., INTRODUCTION The purpose of this study is to understand under what conditions donors would change their mental accounting, or their 'charitable giving account,' from one charity to another. The charitable [...]
- Published
- 2019