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Les associations doivent-elles craindre une résistance au don d'argent ? Premières pistes conceptuelles et managériales

Author

Listed:
  • Caroline Urbain

    (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes)

  • Marine Le Gall-Ely

    (UBS - Université de Bretagne Sud)

  • Bertrand Urien

    (ICI - Laboratoire Information, Coordination, Incitations - UEB - Université européenne de Bretagne - European University of Brittany - UBO - Université de Brest - Télécom Bretagne - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest)

Abstract

This paper explores resistance to donation to charities using recent research about consumer resistance and dona- tion behaviors. The results of the survey of 325 individuals show two dimensions of the antecedents of resistance: the competitive aggressiveness and the ambiguity of charities practices. They expose the disturbing effects individuals feel when they perceive charities dissonant practices. A cluster analysis shed light on three types of sensitiveness to these antecedents: the critic, the benevolent, the confident. The conclusions seek to identify the levers charities could use to face resistance to donation or to prevent from it.

Suggested Citation

  • Caroline Urbain & Marine Le Gall-Ely & Bertrand Urien, 2012. "Les associations doivent-elles craindre une résistance au don d'argent ? Premières pistes conceptuelles et managériales," Post-Print hal-02413493, HAL.
    • Handle: RePEc:hal:journl:hal-02413493
    DOI: 10.7193/DM.068.59.70
    as

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    Citations

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    Cited by:

    1. André Le Roux & Marinette Thebault & Thomas Stenger, 2015. "La résistance du point de vue du consommateur : Une analyse descriptive de la catégorisation des pratiques de résistance aux marques, produits et discours marketing," Post-Print halshs-02530495, HAL.
    2. Annie Banikema & Dominique Roux, 2014. "La propension à résister du consommateur : contribution à l'étude d'une disposition à s'opposer aux tentatives d'influence marchande," Grenoble Ecole de Management (Post-Print) hal-02956891, HAL.
    3. Bataoui, Soffien & Boch, Emmanuelle, 2023. "The role of socially rich photos in generating favorable donation behavior on charity websites," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).

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