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

• Published in: Journal 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
• Language: English
• 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

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...