Trust influences charitable-giving behavior. However, prevailing theoretical discussion and empirical study of the effects of trust suffer from confusion over different dimensions of trust. In addition to the distinction between particularistic trust in individual organizations and generalized trust in unknown others, we differentiate generalized trust in strangers, institutions, and charitable organizations writ large. An empirical analysis concentrates on the latter two, finding that charitable confidence directly influences charitable giving while institutional trust does not. We assert that the influence of charitable confidence on giving may help explain how individuals previously unaware of particular organizations or brands may be susceptible to cold calls and solicitations.
- Charitable giving
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