Personal Characteristics and Social Issue Exchange: An Intrapersonal Exchange Perspective
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Any individual behavior that results in social costs for other members of society is of concern to society. Nevertheless, in the case of 'freely chosen individual behaviors', positive social change will only occur if the individual takes action to change the condition, by giving up one behavior in exchange for another. Fundamentally, exchange may be attributed to intrapersonal characteristics. The research methodology for this study is based on the development of a survey resulting in 559 responses. The results indicate personality, along with involvement in the social issue influenced exchange.
Marketing Theory and Practice in an Inter-functional World
Copyright 2007 Academy of Marketing Science. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the conference's website for access to the definitive, published version.