Why do people anonymously donate small amounts to art organizations is the question at the heart of this paper. Since sense compassion does not characterize the relationship between the donor and the art organization benefited, individuals are supposed to donate to art organizations because they want to reciprocate a sort of gift the institution has given them first. By using an experimental design, this paper tests the hypotheses that the perceived role of the art institution for the donor and her/his community acts as the antecedent for donating. Perceived self-efficacy of donating acts as moderator of the causal relationship.
Donating to Arts Institutions as Reciprocating
CIRRINCIONE, ARMANDO;
2008
Abstract
Why do people anonymously donate small amounts to art organizations is the question at the heart of this paper. Since sense compassion does not characterize the relationship between the donor and the art organization benefited, individuals are supposed to donate to art organizations because they want to reciprocate a sort of gift the institution has given them first. By using an experimental design, this paper tests the hypotheses that the perceived role of the art institution for the donor and her/his community acts as the antecedent for donating. Perceived self-efficacy of donating acts as moderator of the causal relationship.
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