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Empathy as Added Value in Predicting Donation Behavior

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  • G. A. VERHAERT
  • D. VAN DEN POEL

    ()

Abstract

Past behavior and sociodemographics 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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File URL: http://www.feb.ugent.be/nl/Ondz/wp/Papers/wp_10_692.pdf
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Bibliographic Info

Paper provided by Ghent University, Faculty of Economics and Business Administration in its series Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium with number 10/692.

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Length: 31 pages
Date of creation: Dec 2010
Date of revision:
Handle: RePEc:rug:rugwps:10/692

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Keywords: charitable giving; field study; personality traits; empathy; fundraising; hierarchical regression;

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References

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  1. J.-J. Jonker & N. Piersma & D. Van Den Poel, 2003. "Joint Optimization of Customer Segmentation and Marketing Policy to Maximize Long-Term Profitability," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 03/214, Ghent University, Faculty of Economics and Business Administration.
  2. De Cannière, Marie Hélène & De Pelsmacker, Patrick & Geuens, Maggie, 2009. "Relationship Quality and the Theory of Planned Behavior models of behavioral intentions and purchase behavior," Journal of Business Research, Elsevier, vol. 62(1), pages 82-92, January.
  3. Sargeant, Adrian & Ford, John B. & West, Douglas C., 2006. "Perceptual determinants of nonprofit giving behavior," Journal of Business Research, Elsevier, vol. 59(2), pages 155-165, February.
  4. Glenn W. Harrison & John A. List, 2004. "Field Experiments," Journal of Economic Literature, American Economic Association, vol. 42(4), pages 1009-1055, December.
  5. repec:feb:artefa:0105 is not listed on IDEAS
  6. Xinshu Zhao & John G. Lynch & Qimei Chen, 2010. "Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis," Journal of Consumer Research, University of Chicago Press, vol. 37(2), pages 197-206, 08.
  7. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
  8. Gabriel R. Bitran & Susana V. Mondschein, 1996. "Mailing Decisions in the Catalog Sales Industry," Management Science, INFORMS, vol. 42(9), pages 1364-1381, September.
  9. John List, 2008. "Introduction to field experiments in economics with applications to the economics of charity," Artefactual Field Experiments 00085, The Field Experiments Website.
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Cited by:
  1. Hopkins, Christopher D. & Shanahan, Kevin J. & Raymond, Mary Anne, 2014. "The moderating role of religiosity on nonprofit advertising," Journal of Business Research, Elsevier, vol. 67(2), pages 23-31.
  2. G. A. Verhaert & D. Van Den Poel, 2012. "The Role of Seed Money and Threshold Size in Optimizing Fundraising Campaigns: Past Behavior Matters!," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 12/815, Ghent University, Faculty of Economics and Business Administration.
  3. Joerg Dietz & Emmanuelle Kleinlogel, 2014. "Wage Cuts and Managers’ Empathy: How a Positive Emotion Can Contribute to Positive Organizational Ethics in Difficult Times," Journal of Business Ethics, Springer, vol. 119(4), pages 461-472, February.
  4. Dave Webb & Janine Wong, 2014. "Exploring Antecedents of Charitable Giving and Their Impact on Subjective Well-Being in Singapore," Social Indicators Research, Springer, vol. 117(1), pages 65-87, May.

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