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Enhancing helping behavior: An integrative framework for promotion planning
Bendapudi, Neeli Singh, Surendra N. Bendapudi, Venkat
Bendapudi, Neeli
Singh, Surendra N.
Bendapudi, Venkat
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Abstract
Charitable organizations play a vital role in society, as evidenced by their enormous economic and social impact. Yet, for many of them, soliciting adequate resources to carry out their mandates is a continuing struggle. Confronted with a growing need for their services, fierce competition from other charities and shrinking support from government agencies, charities may turn to marketers for help in developing effective promotional strategies. Unfortunately, marketing literature is unable to provide meaningful guidance because scant research attention has hampered a fuller understanding of why people help. A study integrates relevant research in marketing, economics, sociology and social psychology to advance theoretical understanding of helping behavior. In addition, research propositions regarding specific promotional strategies that charitable organizations cam employ to elicit help are presented.
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This is the published version. Copyright 1996 American Marketing Association.
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1996-07
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American Marketing Association
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Bendapudi, Neeli, Surendra N. Singh, and Venkat Bendapudi. "Enhancing Helping Behavior: An Integrative Framework for Promotion Planning." Journal of Marketing 60.3 (1996): 33. Web.