It’s not you (well, it is a bit you), it’s me: Self- versus social image in warm-glow giving
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DOI: 10.1371/journal.pone.0300868
Abstract: Attempts by charities to motivate giving tend to focus on potential donors’ altruistic tendencies. However, prior research suggests that approximately 50% of individuals are to some extent motivated by warm glow, the satisfaction received from… read more here.
Keywords: image warm; image; warm glow; glow giving ... See more keywords