I want to donate: exploring the influence of autonomous choice on monetary donation behavior

Resumen

Abstract

 Charitable organizations (CO) are important agents for attending people in need. The growing needs of the population and the increased  competition  faced  by  COs make the economic support of a majority of citizens critical  for  the  survival  of  COs.  This article attempts to explore the monetary donation behavior  of  individuals  in  households  with and without children  and how that behavior is influenced by the extent of the individual’s belief that the behavior is the product  of an autonomous choice. Findings show that when people perceive themselves as being coerced to  donate,  they  will  experience  reactance and refuse the request. The findings  of this research are useful for better understanding donator    decision    process    and    helping to improve promotional appeals eliciting monetary donations.