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Journal of the Academy of Marketing Science
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Efficacy of Perceived Risk as a Correlate of Reported Donation Behavior: An Empirical Analysis

Ugur Yavas

East Tennessee State University

Glen Riecken

East Tennessee State University

Emin Babakus

Memphis State University

Various environmental trends suggest a challenging future for nonprofit organizations' quests for fund-raising and volunteer recruitment. Previous research indicates that the perceived risk paradigm may be a valuable framework for examining donation behavior. The evidence generated in this study shows that risk perception has little bearing on money and time donation behaviors. Results also suggest that while perceived risk does not predict donation behavior well, it improves prediction when used in conjunction with demographic variables.

Journal of the Academy of Marketing Science, Vol. 21, No. 1, 65-70 (1993)
DOI: 10.1177/0092070393211009
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M. P. Conchar, G. M. Zinkhan, C. Peters, and S. Olavarrieta
An Integrated Framework for the Conceptualization of Consumers' Perceived-Risk Processing
Journal of the Academy of Marketing Science, October 1, 2004; 32(4): 418 - 436.
[Abstract] [PDF]