The Role of an Individual’s Selfconstrual on the Willingness to Donate.

      Аннотация: Charitable contributions are a big part of our society. Some people prefer to give money while others enjoy the opportunity to get personally involved. Charitable organizations are increasingly under financial pressure. However, research examining consumer attitudes toward and motivations for giving to charity have yielded ambiguous results. This book investigates the role of an individual’s self-construal impact on willingness to donate through mediating roles of altruistic and egoistic motives. Moreover, it also provided the moderating effects of self-enhancement, involvement, self-congruence and program-induced moods on subsequent processing of charity advertisements.

Ключевые слова: Self-Construal, Altruistic, Egoistic, Self-Enhancement, Involvement, mood, Identity Congruence, Willingness to Donate.