The Role of an Individual¿s Selfconstrual on the Willingness to Donate - Gantulga, Urandelger
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Charitable contributions are a big part of our society. Some people prefer to give money while others enjoy the opportunity to get personally involved. Charitable organizations are increasingly under financial pressure. However, research examining consumer attitudes toward and motivations for giving to charity have yielded ambiguous results. This book investigates the role of an individual's self-construal impact on willingness to donate through mediating roles of altruistic and egoistic motives. Moreover, it also provided the moderating effects of self-enhancement, involvement,…mehr

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Produktbeschreibung
Charitable contributions are a big part of our society. Some people prefer to give money while others enjoy the opportunity to get personally involved. Charitable organizations are increasingly under financial pressure. However, research examining consumer attitudes toward and motivations for giving to charity have yielded ambiguous results. This book investigates the role of an individual's self-construal impact on willingness to donate through mediating roles of altruistic and egoistic motives. Moreover, it also provided the moderating effects of self-enhancement, involvement, self-congruence and program-induced moods on subsequent processing of charity advertisements.
Autorenporträt
Dr. Urandelger Gantulga arbeitet derzeit an der Business School der Nationalen Universität der Mongolei. Sie promovierte an der School of Business Administration, Chonbuk National University, Republik Korea, unter der Leitung von Prof. Byung-Ryul Bae.