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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Moon Young Kang & Byungho Park & Sanghak Lee & Jaehwan Kim & Greg Allenby, 2016. "This paper examines the effect of message characteristics on donation behavior using an economic," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 2(4), pages 40-57.
    • Handle: RePEc:sgm:jmcbem:v:2:i:4:y:2016:p:40-57
    as

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    References listed on IDEAS

    as
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    More about this item

    Keywords

    direct utility model; hierarchical Bayes; altruism; non-profi t marketing convenience stores; Malaysian retail;
    All these keywords.

    JEL classification:

    • C11 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Bayesian Analysis: General
    • D64 - Microeconomics - - Welfare Economics - - - Altruism; Philanthropy; Intergenerational Transfers
    • C51 - Mathematical and Quantitative Methods - - Econometric Modeling - - - Model Construction and Estimation
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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