"I" and "We" Give Differently: Examining the Impact of Self-Construal and the Time-Ask Effect

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dc.contributor.advisorMark, Tanya
dc.contributor.authorJurewicz, Zuzanna
dc.date.accessioned2019-09-05T12:43:30Z
dc.date.available2019-09-05T12:43:30Z
dc.date.copyright2019-09
dc.date.created2019-08-12
dc.date.issued2019-09-05
dc.degree.departmentDepartment of Marketing and Consumer Studiesen_US
dc.degree.grantorUniversity of Guelphen_US
dc.degree.nameMaster of Scienceen_US
dc.degree.programmeMarketing and Consumer Studiesen_US
dc.description.abstractThe objective of the present research is to examine the interaction of self-construal, or the way that individuals think of themselves as separate from or connected with others, and the donation request type, or whether individuals are asked to donate their time or money to a charitable cause, and the impact this interaction has on empathic emotion and subsequently donation behaviour. We propose a mediated moderation model, with self-construal as the independent variable, donation request type as the moderator, empathic emotion as mediators, and donation amount as the dependent variable. The results indicated no significant mediated moderation relationship, but main effects of self-construal and donation request type were confirmed. An additional relationship of age and attention on affect and donation, consistent with extant emotional regulation literature, is explored. The findings identify important consideration for academics and managers in the charity fundraising sphere.en_US
dc.identifier.urihttp://hdl.handle.net/10214/17378
dc.language.isoenen_US
dc.publisherUniversity of Guelphen_US
dc.rights.licenseAll items in the Atrium are protected by copyright with all rights reserved unless otherwise indicated.
dc.subjectmarketingen_US
dc.subjectdonationsen_US
dc.subjectself-construalen_US
dc.subjecttime-ask effecten_US
dc.title"I" and "We" Give Differently: Examining the Impact of Self-Construal and the Time-Ask Effecten_US
dc.typeThesisen_US
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