Efficacy of perceived risk as a correlate of reported donation behavior: An empirical analysis

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. His articles have appeared in theJournal of Marketing Research, Journal of the Academy of Marketing Science, Journal of the Market Research Society, Long Range Planning, Journal of Business Research, andInternational Journal of Research in Marketing. Dr. Yavas serves on the editorial review boards of theJournal of Business Research, International Marketing Review, and other journals. His articles have appeared in theJournal of the Academy of Marketing Science, Journal of Marketing Research, Journal of Consumer Research, Journal of Business Research, andInternational Journal of Advertising. Dr. Riecken’s contributions have received outstanding paper awards at the conferences of the Decision Sciences Institute, Academy of Marketing Science, and Southwestern Marketing Association. His articles have appeared in theJournal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Business Research, Journal of Advertising Research, Journal of Consumer Affairs, and other marketing and management journals. Dr. Babakus serves on the editorial review boards of theJournal of Personal Selling and Sales Management, Journal of Business Research, and other marketing journals.