個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Altruism and Hedonism: A Review and Discussion of Recent Findings in the Marketing and Consumer Behavior Literature
內容大綱
In tough times, charities are often called upon to provide help and services that are normally rendered by governments or private entities. And we have been living in tough times. So, this seems to be a good year to investigate the research being conducted on altruism; specifically, charitable giving. Though this research does not focus solely on the antecedents or outcomes of altruistic behavior, it does help us to better understand how and why people respond to charitable requests.