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

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.