if they substitute cause marketing for charitable giving. Our results suggest that egoistic and empathetic altruism may …

that highlights two predictions. First, larger gift amounts, holding education and income constant, is a proxy for altruism …). Second, those motivated by altruism will respond positively to appeals based on evidence, whereas those motivated by warm …

Online individual fundraising has been a prominent component of online charitable giving due to the low cost of online … unclear whether this fundraising effect still holds online given several significant differences between offline and online … settings. In this paper, we first examine whether online individual fundraising donors give more and what factors moderate such …