Mind the gap: understanding the gap between intentions and behaviour in the charity context
Date
2022
Authors
Nguyen, C.
Faulkner, M.
Yang, S.
Williams, J.
Tong, L.
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Journal article
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Journal of Business Research, 2022; 148:216-224
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Abstract
Intention measures are used as a proxy for future behaviour. Although there is often a gap between intentions and subsequent behaviour, little is known about why the intention-behaviour gap (IB-gap) occurs. This longitudinal study across Australia, New Zealand and China quantifies the IB-gap in the context of donating money, goods, and time to charities. The factors underpinning the IB-gap are documented (i.e., why intenders don’t act and non-intenders do), resulting in the development of a framework summarising 12 key reasons. Findings show that intenders don’t follow through due to perceived time/effort constraints or lack of resources. Non-intenders subsequently give due to heightened awareness and attitudes about a charity/cause, or an intrinsic motivation such as empathy. Our findings allow researchers and marketers to better understand and interpret intention metrics, with guidance on how to minimise barriers to action across three types of support behaviours.
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Copyright 2022 Elsevier
Access Condition Notes: Accepted manuscript will be available open access after 1 January 2024.