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Keywords: Prosocial behavior
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2025) 43 (5): 996–1012.
Published: 06 January 2025
... congruent = 0.74) than the low identity-congruent condition. Therefore, the pretest demonstrated that gift-givers prefer to donate to a charity that closely matches the recipient’s identity. Gift-giving Charitable gifts Prosocial behavior Warm-glow effect Identity-based motivation Imagine...
