Empathy as added value in predicting donation behavior
AbstractPast behavior and socio-demographics represent traditional predictors of charitable giving. The present study examines, in a real fundraising setting, whether measures of empathy (i.e., empathic concern and personal distress) can improve these predictions. The findings confirm the relevance of traditional predictor sets and the added value of including measures of empathy. Empathic concern positively affects the donation decision. In addition, empathy negatively affects the donor's generosity toward one charity. However, for people with high empathic concern, considering only generosity toward one charity could be misleading because such people are more likely to donate to different charities. This result has implications for overall generosity. Therefore, a clear distinction between both personality traits is necessary.
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Bibliographic InfoArticle provided by Elsevier in its journal Journal of Business Research.
Volume (Year): 64 (2011)
Issue (Month): 12 ()
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Web page: http://www.elsevier.com/locate/jbusres
Charitable giving; Field study; Personality traits; Empathy; Fundraising; Hierarchical regression;
Other versions of this item:
- G. A. Verhaert & D. Van Den Poel, 2010. "Empathy as Added Value in Predicting Donation Behavior," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 10/692, Ghent University, Faculty of Economics and Business Administration.
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