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ERNOP
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Science of Generosity: Can Generosity be Promoted?
A team of ERNOP scholars lead by Dr. Hagai Katz (Ben-Gurion University, Israel) have submitted a proposal to the second round of the American Science of Generosity Project.
How Can Generosity Be Promoted in Different Cultures?
Comparing Three Different Marketing Tactics for Promoting Generosity in Four National Contexts
Principal Investigator: Dr. Hagai Katz
Co-investigators: Sarah Borgloh; Dr. Edith Bruder, Prof. Michal A. Strahilevitz; Dr. Johan Vamstad
Submitted: November 2009
Charitable Giving is becoming a globalized phenomenon. Whether or not the reasons for giving money are equally globalized is a matter that still remains to be analyzed. Today's major charitable organizations collect money from a wide range of countries and even different continents. Often, charitable organizations rely on marketing to promote an interest in the desired behavior (generosity) and in a specific product (the organization's cause). The cost of fundraising and marketing has been growing in the US as well as in Europe. Therefore, the question of how to promote generosity is one of great significance to organizations around the world. Using an experimental setting, the proposed study compares the effects of different donation appeals on generosity in four different countries, with different welfare state regimes and civil society models.