Children on Sale: the Interactive Roles of Fundraising Promotion and Prosocial Identity on Charitable Intent

This research examines the interactive role of fundraising promotion and prosocial identity on charitable intent. Findings showed a discounted rate for a targeted prosocial act decreased charitable intent only for individuals who were high (vs. low) on prosocial identity. Trust toward a charity was found to mediate the proposed relationship.



Citation:

Eunjoo Han and Heeryung Kim (2016) ,"Children on Sale: the Interactive Roles of Fundraising Promotion and Prosocial Identity on Charitable Intent", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 464-467.

Authors

Eunjoo Han, University of Texas at Austin, USA
Heeryung Kim, Indiana University, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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