Vol. 12 (08) pp. 232-243 DOI: 10.21474/IJAR01/19248

WHEN DO CONSUMERS RESPOND TO INDIVIDUAL NARRATIVES VERSUS THE BANDWAGON EFFECT WHEN DONATING

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  • The International School Bangalore, India.
  • Faculty of Marketing, Wharton School of Business, University of Pennsylvania.
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Abstract

Why does a consumer watching a fundraising campaign choose to donate to the charity? This study explores the science behind donor psychology and evaluates the effectiveness of two prominently used fundraising tactics: individual narratives and the bandwagon effect. The research paper uses a combination of fieldwork and scientific research to examine how these approaches influence behaviour in males and females differently and identify the interplay between empathy, social conformity and donor demographics. The paper addresses the common and optimal approach to utilise a strategic combination of the tactics to maximise impact and explores the potential of data-driven fundraising. This research offers valuable insights for emerging or established charities that seek to better support their activities with donations and cultivate a sustainable future for giving in the world.

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How to Cite This Article

Yash Venkatraman Iyer and Annie V. Wilson (2024); WHEN DO CONSUMERS RESPOND TO INDIVIDUAL NARRATIVES VERSUS THE BANDWAGON EFFECT WHEN DONATING, Int. J. of Adv. Res., 12 (08), 232-243, ISSN 2320-5407. DOI: https://doi.org/10.21474/IJAR01/19248

Corresponding Author

Yash Venkatraman Iyer
The International School Bangalore
India
Creative Commons Attribution 4.0 This work is licensed under a Creative Commons Attribution 4.0 International License.