This exploratory study examines the motivation for helping from the perspective of Generation X and Y. A study of 422 respondents was conducted to investigate their perception of helping based on intrinsic (social or community need) and extrinsic motivation (personal need). The findings suggested significant group differences. Although there was no significant main effect for motivation to help as a personal need (extrinsic motivation) across the generations, an examination of the social and community need (intrinsic motivation) indicated that generation X considered social and community need more important than Generation Y.
History
Event
Australian and New Zealand Marketing Academy (ANZMAC) Conference 2007
Pagination
1067 - 1073
Publisher
University of Otago, School of Business, Dept. of Marketing
Location
Dunedin, New Zealand
Place of publication
Dunedin, N.Z.
Start date
2006-12-03
End date
2006-12-05
Language
eng
Publication classification
E1 Full written paper - refereed
Copyright notice
2007
Editor/Contributor(s)
M Thyne, K Deans, J Gnoth
Title of proceedings
Australian & New Zealand Marketing Academy. Conference (2007 : University of Otago)