Development and validation of scales to measure attitudes influencing monetary donations to charitable organizations
- Cite this article as:
- Webb, D.J., Green, C.L. & Brashear, T.G. J. of the Acad. Mark. Sci. (2000) 28: 299. doi:10.1177/0092070300282010
Charitable organizations are under increasing financial pressure to attract and retain private donors. However, scales measuring consumer attitudes toward giving to charity have yielded ambiguous results in the past. Scales to measure consumer attitudes toward the act of helping others and toward charitable organizations are developed and tested for dimensionality and internal consistency using advocated procedures. The resulting measures are important to academicians, policymakers, and practitioners in the development of theory, public policy, and marketing strategy.