Enhancing Helping Behavior: An Integrative Framework for Promotion Planning

Journal of Marketing, Vol. 60 (July 1996), 33-49

18 Pages Posted: 22 Apr 2016

See all articles by Neeli Bendapudi

Neeli Bendapudi

University of Kansas - School of Business

Surendra Singh

University of Kansas - School of Business

Venkat Bendapudi

University of Kansas - School of Business

Date Written: July 1996

Abstract

Charitable organizations play a vital role in society, as 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. A study integrates relevant research in marketing, economics, sociology and social psychology to advance theoretical understanding of helping behavior. In addition, research propositions regarding specific promotional strategies that charitable organizations can employ to elicit help are presented.

Suggested Citation

Bendapudi, Neeli and Singh, Surendra and Bendapudi, Venkat, Enhancing Helping Behavior: An Integrative Framework for Promotion Planning (July 1996). Journal of Marketing, Vol. 60 (July 1996), 33-49 , Available at SSRN: https://ssrn.com/abstract=2767776

Neeli Bendapudi

University of Kansas - School of Business ( email )

1300 Sunnyside Avenue
Lawrence, KS 66045
United States

Surendra Singh (Contact Author)

University of Kansas - School of Business ( email )

1300 Sunnyside Avenue
Lawrence, KS 66045
United States

Venkat Bendapudi

University of Kansas - School of Business ( email )

1300 Sunnyside Avenue
Lawrence, KS 66045
United States

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