Efficacy of Perceived Risk as a Correlate of Reported Donation Behavior: An Empirical Analysis

Yavaş, Uğur; Riecken, Glen; Babakus, Emin

doi:10.1177/0092070393211009

Cited by 35 publications

(18 citation statements)

References 16 publications

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“…In addition, they perceive certain risks that may prohibit them from doing a charitable deed. The risks arise in part from the fact that donation frequently benefits unknown recipients [18,19]. The first type of risk is related to the perceived efficacy of donations; it may be uncertain whether the nonprofit organization will make proper use of the resources that donors gave and whether their good deed will have a real effect for the recipients in improving their situation.…”

Section: Individuals' Decision-making For Donationmentioning

confidence: 99%

The Effect of Regulatory Focus on Individuals’ Donation Behavior

Park

Ryu

2018

Sustainability

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Abstract:We examine how individuals' regulatory focus affects their donation behavior and how personal events experienced before the donation moderate this relationship. In this research, regulatory focus refers to the basic motivational orientation that affects how individuals pursue their goals. We propose that donors will judge potential rewards and risks associated with making a donation when deciding whether to donate and that regulatory focus and personal events will have a significant influence on this judgment. The results from both the survey and the experiment confirmed that participants with promotion focus were more likely to donate than those with prevention focus. In addition, the experimental results revealed that compared to those experiencing no personal event, the donation likelihood of prevention-focused participants increased significantly after experiencing a positive personal event but did not change after experiencing a negative personal event. In a similar vein, experiencing a negative event decreased the donation likelihood of promotion-focused participants whereas experiencing a positive event did not. Our research contributes new findings and insights to both regulatory focus and donation literature and provides useful guidelines for nonprofit organizations to design and implement donation programs.

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Section: Individuals' Decision-making For Donationmentioning

confidence: 99%

The Effect of Regulatory Focus on Individuals’ Donation Behavior

Park

Ryu

2018

Sustainability

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“…Sargeant () profiles donors of a game conservancy charity, such that the supported NPO provides the behavioural segmentation criterion. Yavas, Riecken, and Babakus () similarly segment donors to four different causes (church, social, political and educational).…”

Section: Research On Nonprofit Stakeholder Segmentationmentioning

confidence: 99%

“…altruistic or leisure); Yavas et al . () distinguish church, social, educational or political work. Wymer and colleagues also examine the type of volunteer work as a segmentation criterion; they describe specific characteristics of youth development, hospice and literacy volunteers (Wymer, , ; Wymer & Starnes, ).…”

Section: Research On Nonprofit Stakeholder Segmentationmentioning

confidence: 99%

Segmenting nonprofit stakeholders to enable successful relationship marketing: a review

Rupp

Kern

Helmig

2014

J of Philanthropy and Mktg

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When establishing relationships with stakeholders, nonprofit organizations must define appropriate target groups to allocate resources purposively. This paper explicates that link by reviewing the literature on nonprofit stakeholder segmentation and by discussing whether stakeholder segmentation is perceived as a prerequisite of successful relationship marketing by nonprofit researchers. We develop two conceptual dimensions of nonprofit stakeholder segmentation: the stakeholders segmented and the segmentation criteria used. A systematic database and journal search yielded 53 papers, categorized according to these two dimensions. The studies are described briefly, and the relevance of the relationship marketing concept is examined and discussed. Several research gaps emerge from this review, leading to propositions for further research. Copyright © 2014 John Wiley & Sons, Ltd.

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“…Because nonprofits need to target diverse stakeholders, a societal orientation in lieu of the traditional marketing orientation seems to better reflect the eclectic goal system for social enterprises (see Sargeant, Foreman and Liao, 2002). As mentioned above, marketing goals and measures should especially address two main clienteles: recipients of their services (i.e., the beneficiaries) and supporters, whom they rely on for providing essential financial and time resources (Yavas, Riecken and Babakus, 1993). …”

Section: Peculiarities Concerning Marketing For Social Enterprisesmentioning

confidence: 99%

Selling Good: The Big Picture of Marketing for Social Enterprises

Rasmussen

2012

Social Entrepreneurship and Social Business

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Efficacy of Perceived Risk as a Correlate of Reported Donation Behavior: An Empirical Analysis

Cited by 35 publications

References 16 publications

The Effect of Regulatory Focus on Individuals’ Donation Behavior

The Effect of Regulatory Focus on Individuals’ Donation Behavior

Segmenting nonprofit stakeholders to enable successful relationship marketing: a review

Selling Good: The Big Picture of Marketing for Social Enterprises

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