Development and validation of scales to measure attitudes influencing monetary donations to charitable organizations

Charitable organizations are under increasing financial pressure to attract and retain private donors. However scales measuring consumer attitudes tow ard giving to charity have yielded ambiguous results in the past. Scales to measure consumer attitudes toward the act of helping others and toward cha ritable organizations are developed and tested for dimensionality and inter nal consistency using advocated procedures. The resulting measures are impo rtant to academicians, policymakers, and practitioners in the development o f theory, public policy, and marketing strategy.