Development and Validation of Scales to Measure Attitudes Influencing Monetary Donations to Charitable Organizations

Charitable organizations are under increasing financial pressure to attract and retain private donors. However, scales measuring consumer attitudes toward giving to charity have yielded ambiguous results in the past. Scales to measure consumer attitudes toward the act of helping others and toward ch...

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Bibliographic Details
Published inJournal of the Academy of Marketing Science Vol. 28; no. 2; pp. 299 - 309
Main Authors Webb, Deborah J, Green, Corliss L, Brashear, Thomas G
Format Journal Article
LanguageEnglish
Published New York JAI Press, etc 01.04.2000
Springer Nature B.V
Subjects
Altruism
Behavior
Charities
Consumer attitudes
Donations
Empathy
Gifts
Hypotheses
Market strategy
Marketing
Motivation
Nonprofit organizations
Philanthropy
Statistical analysis
Values
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Summary:Charitable organizations are under increasing financial pressure to attract and retain private donors. However, scales measuring consumer attitudes toward giving to charity have yielded ambiguous results in the past. Scales to measure consumer attitudes toward the act of helping others and toward charitable organizations are developed and tested for dimensionality and internal consistency using advocated procedures. The resulting measures are important to academicians, policymakers, and practitioners in the development of theory, public policy, and marketing strategy.
ISSN:0092-0703
1552-7824
DOI:10.1177/0092070300282010