...Julian Givi; Daniel M. Grossman; Cony M. Ho Purpose Nonprofit organizations rely greatly on the contributions of individual consumers, making understanding the ways in which consumers can be drawn to donate more an important area of marketing. This paper aims to test a simple yet novel way...

...Eric Van Steenburg; Nancy Spears Purpose The purpose of this paper is to investigate how individuals respond to messages asking for donations in broadcast advertising. It does so by considering both preexisting attitudes and beliefs related to donating, as well as message processing. The goal...