Perceptions of charities and the ultimate gift : the use of the Repertory Test to elicit salient bequest decision criteria
Pike, Steven D., Knott, Kathy , & Newton, Cameron J. (2012) Perceptions of charities and the ultimate gift : the use of the Repertory Test to elicit salient bequest decision criteria. International Review on Public and Non-Profit Marketing, 9(2), pp. 119-136.
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This paper reports a practitioner/academic collaboration that sought to identify the attributes salient in the decision-making process of individuals considering a charitable bequest in Australia. Philanthropy scholars concur that bequest making behaviour is generally not well understood or researched and is fertile terrain for new enquiry. They urge scholars and practitioners to integrate learning from other relevant disciplines to reveal new insights and understandings into why so many individuals elect to make a testamentary gift to a charity in their will or other planned giving instrument. This research draws on the branding literature; and effectively trialed the use of Kelly’s (1955) Repertory Test from clinical psychology, the results of which will provide researchers and charity marketing practitioners with an enhanced understanding of bequest decision criteria.
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|Item Type:||Journal Article|
|Keywords:||charities, branding, bequests, Repertory test, Kelly's triads|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Consumer-Oriented Product or Service Development (150501)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2012 Springer|
|Copyright Statement:||The original publication is available at SpringerLink http://www.springerlink.com|
|Deposited On:||30 Apr 2012 13:20|
|Last Modified:||26 Sep 2012 19:13|
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