英语论文网

y proved. Thus far, in the case of non-profits as a whole, research into the effects of product type and donation magnitude on willingness to contribute by Strahilevitz (1999) found that the effect of product type, hedonistic or utilitarian, is affected mainly by large donations rather than small donations; Illustrating the idea that consumers are more willing to by a hedonistic product if it is linked to a large donation rather than a smaller one. Furthermore research by Bearden and Etzel (1982) shows that charity linked purchases can be considered to meet the need to belong to an ‘aspiration group'. Notable also is the peer pressure relating to the group to remain a member by exerting the appropriate philanthropic behaviours. There also appears to be a difference in contributions by age group as found by Kotler and Andreasen (1996), Foster and Meinhard (1997) add to this with results showing a difference in the preferred medium of contribution methods by age group. In addition, charitable donations could be seen as a result of guilt for a lack of ethical actions in one's life (Burnett and Lunsford, 1994, cited in Bonsu, Main, & Wilner, 2008). Information of where the money is going is a important decisive factor in repurchasing according to recent research by Proenca and Pereira (2008), showing that perhaps the commercial advertising sector of non-profit organisations is of high importance for maintaining an effective communications mix, as a channel of information for the consumer, increasing transparency of resource allocation and achievements.

Understanding and guidance can be found from basic ideologies of consumer behaviour as a starting point. However one must remember that the purchase is for someone else's benefit rather than the consumer of the product. Buying decisions can be considered to relate to Maslow's hierarchy of needs, since the consumer decision psychologically involves a need recognition, which would be related to one of the tiers of the hierarchy, namely physiological, safety, belongingness, self esteem, and self actualisation. In Maslow's model we can relate charitable contributions as self actualisation, “the desire to become all that one is capable of”, although according to the theory the need is the highest of the hierarchy and can only be achieved once all others have been fulfilled. (Koontz & Weihrich, 2008, p. 291). Scramm's model of communication (1955, cited in Smith, 2002) shows how consumer behaviour can be related to the marketing communications, since attitudes and perceptions are based on the message received by the consumer from the brand. Therefore we can question the extent of communication messages occurring in smaller non-profit firms, since it is evident that larger organisations participate in much more marketing activities. Moreover, general motives of consumer behaviour are thought to be linked to the personality of the consumer and how it directs actions. “Self-monitoring relates to self-presentation and reflects the degree to which one adjusts one's behaviour according to social cues” (Snyder, 1974, cited in Grace & Griffin, 2006, p. 4). Consumers rating high in the self monitoring scale tend to be more aware and respondent to what others do within a social circle; as such they are more likely to donate if it is the social norm, creating circles of influence.本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。