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A conceptualization of market helpfulness : = Theory and measurement of consumer altruism.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	A conceptualization of market helpfulness :/
Reminder of title:	Theory and measurement of consumer altruism.
Author:	Federouch, Audrey Guskey.
Description:	1 online resource (234 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 52-11, Section: A.
Contained By:	Dissertations Abstracts International52-11A.
Subject:	Social psychology. -
Online resource:	click for full text (PQDT)
ISBN:	9798207660516

A conceptualization of market helpfulness : = Theory and measurement of consumer altruism.
Federouch, Audrey Guskey.

A conceptualization of market helpfulness :Theory and measurement of consumer altruism. - 1 online resource (234 pages)

Source: Dissertations Abstracts International, Volume: 52-11, Section: A.

Thesis (Ph.D.)--University of Pittsburgh, 1990.

Includes bibliographical references

Research in social psychology has shown that there are individual differences in regard to the trait of altruism; some people tend to have an altruistic disposition. Research has also demonstrated that people tend to help in areas of competence and involvement. Self-initiated helping allows the helper to choose the recipient of the help and the context of helping. Little research has been conducted measuring self-initiated helping in domains of involvement. This dissertation conceptualizes and measures self-initiated helping in the marketplace. The constructs of market helping behaviors and consumer altruism are introduced, defined, and measured. Market helping behaviors are acts performed in the marketplace that benefit others with their consumption activities. Consumer altruism is the disposition of a consumer to help others with marketplace activities. The basic thesis posited in this dissertation is that altruistic tendencies and marketplace involvement are antecedents to market helping behavior and that their link to market helping behaviors is mediated by consumer altruism. Two pilot studies were conducted to develop measures of market helping behaviors and consumer altruism. The construct of market helping behaviors was found to be comprised of four factors: Information Sharing, Coupon Exchange, Seeking Information for Others, and Purchase Surrogacy. Each of these factors is a distinct, but related type of helping behavior. For the final study, 302 telephone surveys were conducted. The sample included heads of household chosen using a plus-one method. The results indicate a significant positive relationship between altruism and market helping behaviors. There is also a significant positive relationship between marketplace involvement and market helping behaviors. However, consumer altruism has a mediating effect on these relationships. An alternative hypothesis suggesting consumers help other consumers because of their distrust of big business is also tested and found to be related to helping behaviors, but not to be a significant predictor of helping behaviors when consumer altruism is considered. Two general contributions of this thesis are (1) the study serves to unify types of consumer interactions recorded in previous research such as information provision and coupon exchange under the heading of market helping behaviors; and (2) the research proposes antecedents of market helping behaviors (i.e. altruism and marketplace involvement).

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798207660516Subjects--Topical Terms:

554804
Social psychology.
Index Terms--Genre/Form:

554714
Electronic books.

A conceptualization of market helpfulness : = Theory and measurement of consumer altruism.
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100 1 $a Federouch, Audrey Guskey. $3 1478469
245 1 2 $a A conceptualization of market helpfulness : $b Theory and measurement of consumer altruism.
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500 $a Source: Dissertations Abstracts International, Volume: 52-11, Section: A.
500 $a Publisher info.: Dissertation/Thesis.
500 $a Advisor: Feick, Lawrence F.;Price, Linda L.
502 $a Thesis (Ph.D.)--University of Pittsburgh, 1990.
504 $a Includes bibliographical references
520 $a Research in social psychology has shown that there are individual differences in regard to the trait of altruism; some people tend to have an altruistic disposition. Research has also demonstrated that people tend to help in areas of competence and involvement. Self-initiated helping allows the helper to choose the recipient of the help and the context of helping. Little research has been conducted measuring self-initiated helping in domains of involvement. This dissertation conceptualizes and measures self-initiated helping in the marketplace. The constructs of market helping behaviors and consumer altruism are introduced, defined, and measured. Market helping behaviors are acts performed in the marketplace that benefit others with their consumption activities. Consumer altruism is the disposition of a consumer to help others with marketplace activities. The basic thesis posited in this dissertation is that altruistic tendencies and marketplace involvement are antecedents to market helping behavior and that their link to market helping behaviors is mediated by consumer altruism. Two pilot studies were conducted to develop measures of market helping behaviors and consumer altruism. The construct of market helping behaviors was found to be comprised of four factors: Information Sharing, Coupon Exchange, Seeking Information for Others, and Purchase Surrogacy. Each of these factors is a distinct, but related type of helping behavior. For the final study, 302 telephone surveys were conducted. The sample included heads of household chosen using a plus-one method. The results indicate a significant positive relationship between altruism and market helping behaviors. There is also a significant positive relationship between marketplace involvement and market helping behaviors. However, consumer altruism has a mediating effect on these relationships. An alternative hypothesis suggesting consumers help other consumers because of their distrust of big business is also tested and found to be related to helping behaviors, but not to be a significant predictor of helping behaviors when consumer altruism is considered. Two general contributions of this thesis are (1) the study serves to unify types of consumer interactions recorded in previous research such as information provision and coupon exchange under the heading of market helping behaviors; and (2) the research proposes antecedents of market helping behaviors (i.e. altruism and marketplace involvement).
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