The Role of an Individual's Selfconstrual on the Willingness to Donate

ISBN-13: 9786139992607 / Angielski / Miękka / 2019 / 80 str.

Urandelger Gantulga

Opis

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.

O autorze

Gantulga, Urandelger
Dr. Urandelger Gantulga currently works at Business School of the National University of Mongolia. She received her Ph.D from the School of Business Administration, Chonbuk National University, Republic of Korea, under the supervision of Prof. Byung-Ryul Bae