Development and validation of scales to measure attitudes influencing monetary donations to charitable organizations

  • Deborah J. Webb
  • Corliss L. Green
  • Thomas G. Brashear
Research Note


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.


Consumer Research Charitable Contribution Charitable Organization Attitudinal Measure Monetary Donation 
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Copyright information

© Academy of Marketing Science 2000

Authors and Affiliations

  • Deborah J. Webb
    • 1
  • Corliss L. Green
    • 1
  • Thomas G. Brashear
    • 2
  1. 1.Georgia State UniversityUSA
  2. 2.University of Massachusetts AmherstUSA

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