Sally Hibbert is a lecturer in
ABSTRACTWith the aim of developing a better understandiq of an individiral's donation decision process this paper focuses on the infortnation scarclt undertaken by a prospective donor. It discirsses the level of problem solving that cliaracterises variorrs donations, using the body o f consumer decision-makinq literature to provide a theoretical fiamework $r the investiqation. From the results it appears that donor decision making jbllorus a similar pattern to consumer buyinq decisions. There appears to be a low incidence of extended problem solving, even ioliere relatively l a y e donations are concerned. Examples of limited problem solvinq and routine response beliavioirr, by contrast, were more prevalent.
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