Giving in consumer research and marketing: A state of the art

Abstract

Following on from traditional research in Social Sciences and Humanities, studies on giving in the fields of consumer behaviour and marketing are as abundant as they are diverse. This article offers a structured summary built around five themes: the marketing analytical frameworks of giving, the approaches that focus on context and those that focus on the point of view of individuals, and the measuring and modelling attempts. Research perspectives are also suggested with a view to expanding on previous work.