Answering for yourself versus others : direct versus indirect estimates of charitable donations

dc.contributor.advisorIrwin, Julie R.
dc.contributor.committeeMemberRaghunathan, Rajagopal
dc.contributor.committeeMemberHenderson, Ty
dc.contributor.committeeMemberWard, Adrian F.
dc.contributor.committeeMemberRichter, Brian
dc.creatorJang, Hyunkyu
dc.date.accessioned2017-12-19T15:00:45Z
dc.date.available2017-12-19T15:00:45Z
dc.date.created2017-05
dc.date.issued2017-05-05
dc.date.submittedMay 2017
dc.date.updated2017-12-19T15:00:45Z
dc.description.abstractIt is common for researchers in marketing and other social sciences interested in ethical behavior such as propensity to donate to a charity to ask “indirect” questions about others (e.g., “what would another student donate?”) in order to measure respondents’ own propensity to donate. The idea is that people project their own desires onto their responses about others and that they are more likely to admit a lower level of generosity when they are under the lessened social pressure of the indirect question. In these four studies, we measure estimates respondents make about self (self-estimates) and others (other-estimates) as well as their actual donations to charity, doing so at an individual level to challenge the prevailing wisdom that indirect responses are more accurate and useful for research than direct responses. I conceptualize accuracy in terms of both the mean and correlations. I show that although mean-level results sometimes show other-estimates to be closer to actual behavior, they are not consistently so, and explain this inconsistency; and further, that correlations show self-estimates to always better reflect actual donations than other-estimates. These results support the use of self-estimates in the ethical domain and argue against the existence of projection in marketing research donation responses.
dc.description.departmentMarketing
dc.format.mimetypeapplication/pdf
dc.identifierdoi:10.15781/T2FX74F2H
dc.identifier.urihttp://hdl.handle.net/2152/63029
dc.language.isoen
dc.subjectDonation behavior
dc.subjectIndirect questioning
dc.subjectProjection theory
dc.subjectProjective technique method
dc.subjectPro-social behavior
dc.subjectNorm of self-interest
dc.titleAnswering for yourself versus others : direct versus indirect estimates of charitable donations
dc.typeThesis
dc.type.materialtext
thesis.degree.departmentMarketing
thesis.degree.disciplineMarketing
thesis.degree.grantorThe University of Texas at Austin
thesis.degree.levelDoctoral
thesis.degree.nameDoctor of Philosophy
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