Altruism provides a useful framework for understanding the psychological basis of consumer product choice in a global economy. The exact relationship between the variables of altruism and product choice has not been fully investigated, This paper reviews the literature and proposes a research framework to explore the influence of altruistic behavior on product choice.
CITATION STYLE
Hopkins, R. A., & Powers, T. L. (2015). The Theory of Altruism and Consumer Behavior: Literature Review and Model Development. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 339–344). Springer Nature. https://doi.org/10.1007/978-3-319-17395-5_66
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