The concepts of involvement and donor gender are two areas that are underdeveloped in the college athletic fundraising literature.
Research Question #1: Does involvement differ between male and female college athletic donors?
The concept of involvement was first introduced in psychology as part of social-judgment theory (Sherif & Cantril, 1947; Sherif & Hovland, 1961).
The majority of involvement research in consumer behavior has focused on the level of involvement (low involvement vs.
The PII has been used as a measure of consumer involvement for products, advertisements, and purchases, but there has been limited investigation in relation to services.
Of the seven proposed independent variables in the GAM, only involvement and emotional motivation were significant in directly explaining donations to athletics.
Most recently, Tsiotsou (2006) focused on college athletic donor gender and involvement. The construct of involvement (along with income, donor motives, annual contributions, spectator attendance, and sport experience) was examined to identify differences between male and female donors.