Donation to disaster relief campaigns: Underlying social cognitive factors exposed |
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| Authors: | Liesbeth Oosterhof Ard Heuvelman Oscar Peters |
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| Institution: | 1. Smeal College of Business, Pennsylvania State University, University Park, PA 16802, USA;2. College of Business, Department of Marketing, University of Louisville, Louisville, KY 40292, USA;3. Mays Business School, Texas A&M University, College Station, TX 77843, USA;4. School of Management, State University of New York, Buffalo, NY 14260, USA;1. Department of Engineering and Public Policy, Carnegie Mellon University, Pittsburgh, United States;2. Santiago Centre for Experimental Social Sciences, Nuffield College, University of Oxford, United States;3. Department of Economics, Universidad de Santiago de Chile, Santiago, Chile;4. Department of Medicine, University of Pittsburgh, Pittsburgh, United States;5. Department of Economics, University of Bristol, Bristol, United Kingdom;1. Department of Marketing, Indian School of Business, Hyderabad, India;2. Department of Marketing, Monash Business School, Monash University, Caulfield East, Victoria, Australia;3. Department of Marketing, NUS Business School, National University of Singapore, Singapore, Singapore;1. College of Management and Economics, Tianjin University, Tianjin 300072, PR China;2. School of Economics and Management, Chang’an University, Xi’an 710064, PR China |
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| Abstract: | A number of very serious natural disasters have put an enormous pressure on relief organizations in the last few years. The present study exposes underlying social cognitive factors for donation to relief campaigns. A causal model was constructed, based on social cognitive theory, research on attitudes, and the impact of media exposure. The aim was to expand and improve an already existing model by Cheung and Chan Cheung, C. K., & Chan, C. M. (2000). Social-cognitive factors of donating money to charity, with special attention to an international relief organisation. Evaluation and Program Planning, 23, 241–253]. The expanded model showed a better fit. Furthermore, the expanded model explained two-thirds of the variance of the intention to donate to a disaster relief campaign. The greatest predictor of the intention to donate proved to be “Past donation to disaster relief campaigns.” The factor “News exposure” was indicated to be a valuable additional factor, as it had a significant direct effect on “Awareness of a disaster relief campaign” and was the only factor that had a total effect on all other factors, including “Intention to donate to a disaster relief campaign.” |
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