Enhancing Helping Behavior: An Integrative Framework for Promotion Planning
整合营销、经济学、社会学和社会心理学研究，提出慈善组织可采用的促销策略以激发助人行为，为资源匮乏的慈善机构提供理论指导。
Charitable organizations play a vital role in our society, as is evidenced by their enormous economic and social impact. Yet, for many of them, soliciting adequate resources to carry out their mandates is a continuing struggle. Confronted with a growing need for their services, fierce competition from other charities, and shrinking support from government agencies, charities may turn to marketers for help in developing effective promotional strategies. Unfortunately, marketing literature is unable to provide meaningful guidance because scant research attention has hampered a fuller understanding of why people help. The authors integrate relevant research in marketing, economics, sociology, and social psychology to advance theoretical understanding of helping behavior. They develop research propositions regarding specific promotional strategies that charitable organizations can employ to elicit help.