This paper examines the effect of message characteristics on donation behavior using an economic

Moon Young Kang (), Byungho Park (), Sanghak Lee (), Jaehwan Kim () and Greg Allenby ()
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Moon Young Kang: KAIST College of Business, Seoul, Korea
Byungho Park: KAIST College of Business, Seoul, Korea
Sanghak Lee: University of Iowa, Iowa City, Iowa, USA
Jaehwan Kim: Korea University Business School, Seoul, Korea
Greg Allenby: Ohio State University, Columbus, Ohio, USA

Journal of Marketing and Consumer Behaviour in Emerging Markets, 2016, vol. 2, issue 4, 40-57

Abstract: 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: direct utility model; hierarchical Bayes; altruism; non-profi t marketing convenience stores; Malaysian retail (search for similar items in EconPapers)
JEL-codes: C11 C51 D64 M30 (search for similar items in EconPapers)
Date: 2016
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