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Older adults' motivations for gift giving to charitable organizations: An exchange theory perspective
Author(s) -
Mathur Anil
Publication year - 1996
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/(sici)1520-6793(199601)13:1<107::aid-mar6>3.0.co;2-k
Subject(s) - perspective (graphical) , psychology , social exchange theory , social psychology , marketing , business , artificial intelligence , computer science
Although corporate contributions to charity have been the subject of much discussion and research, little attention and research has been devoted to understanding charitable gift‐giving behavior of individuals. Using exchange theory, we provide explanations for gift‐giving behavior of older adults. A model is developed and tested using LISREL. The results suggest that socialinteraction and control motivations are important predictors of gift‐giving behavior. Contrary to expectation, esteem enhancement motivations were negatively related to charitable gift giving. These results provide partial support for an exchange‐theory‐based explanation of older adults' gift‐giving behavior. © 1996 John Wiley & Sons, Inc.