Factors that Influence Donation Behavior
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Berzayda Sandoval
College:
College of Liberal Arts
Major:
Psychology
Faculty Research Advisor(s):
Verneda Hamm-Baugh
Abstract:
Donation behavior is defined as the act of voluntarily giving one’s time, money, or goods to someone or causes in times of need. Donation behavior has been widely studied in both marketing and psychology to find what factors ultimately are linked to the act of donating. Numerous factors can contribute to the willingness to donate. Donating is often seen on a monetary basis but there is also volunteering of one’s time to causes as well. The present study was designed to examine factors that influence donor behavior of college students aged 18-45. Forty participants answered a three-question survey to determine whether a happy or a sad donor appeal would garner more donation amounts. A t-test analysis was run on the survey data. The analysis found no difference between the happy and the sad appeal in amount donated. These findings suggest that there is no difference between either happy or sad appeals and donation amounts.