Donating to Arts Institutions As Reciprocating

Literature on donating to arts institutions fails in thoroughly explaining the phenomenon since it has investigated it from the point of view of rewards as incentive to donate. We propose that individuals donate to arts institutions for reciprocating something they perceive to have previously received by the art institution. Thus, a sense of indebtedness and reciprocating generates donating to arts institutions, at least when we consider anonymous donations of small amount. An experimental design tests the basic relationship. Need for self esteem, being keen on arts, need for belonging, perceived efficacy of donating, attitude towards donating, social validation, geographical proximity and type of institution, act as moderator variables.


Armando Cirrincione, Francois Colbert, and Alain D'Astous (2007) ,"Donating to Arts Institutions As Reciprocating", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 293-295.


Armando Cirrincione, Bocconi University, Italy
Francois Colbert, HEC Montreal, Canada
Alain D'Astous, HEC Montreal, Canada


E - European Advances in Consumer Research Volume 8 | 2007

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