The influence of identity on charitable donations / Typhaine DE PETIGNY / 2020

Titre : The influence of identity on charitable donations Type de document : Mémoire Auteurs : Typhaine DE PETIGNY, Auteur Année de publication : 2020 Importance : 50 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management CULTURE ; MOTIVATION ; PERSONNALITE ; COMPORTEMENT Résumé : They are many different motivations that can influence us into making a donation. For instance, for some people it can be empathy and for others the wish to do good and be impactful. Research has shown that who we are as a person also plays a part in our donation behavior. Therefore, we can ask ourselves how and to what extent does identity influence one person’s donations habits ? To answer this question, I followed a qualitative approach and conducted interviews on several adults in France to figure out their motivation for giving to charities and how their identity played a part. Upon analyzing my results, I have found that identity does have an influence on charitable giving. However, it can be separated into three parts each influencing our donation habits in different ways: personal, social and moral identity. All respondents are not influenced in the same way by all these identities, some value their local community and are therefore influenced by their social identity when others are more influenced by their values which speak to their personal and moral identities. Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531080