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The Role of Visibility in Conjunction with Charity Donations
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics. Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics. Linnaeus University, School of Business and Economics, Department of Marketing.
2013 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Something that has caught consumers’ interest is the origin and the underlying idea of products. Over the past years, the practice of ethical consumption has gained popularity and in 2005, in the United States of America, the most popular fashion accessory was a cause-related rubber bracelet. This bracelet could be seen on every other wrist and still today, no one really knows what it was with these bracelets that appealed to that large amount of consumers.

The donation process is unknown and that there is lack of information concerning what it is that motivates people to donate. Veblen was the first one questioning the major role of products, and argued that some products are consumed to be shown in public. These statements led to the following purpose; “This paper intends to describe the role of visibility as a proof of a donation to charity organizations.” Theories regarding attitudes, visibility, Maslow’s hierarchy of needs and altruism together with empirical data, lay as a basis for the investigation. The empirical data were gathered through questionnaires on a sample of consumers between 19 and 29 years old. The collected data were then processed in SPSS and in turn interpreted as well as discussed. The study initiated with two hypotheses:

H1: The attitude towards a donation offer with a visible item is more attractive than one without.

H2: The attitude towards a donation offer with a bracelet is more attractive than one with a pin.

The result showed that it is the possibility to show a receipt of the donation that motivates people to donate. There were also stated that the bracelet trend still remains.

Place, publisher, year, edition, pages
2013. , 71 p.
Keyword [en]
Charity, Attitude, Visibility, Altruism, Charity Motivation
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-27054OAI: oai:DiVA.org:lnu-27054DiVA: diva2:632373
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2013-06-25 Created: 2013-06-24 Last updated: 2014-02-10Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf