Tuesday, March 03, 2009
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Posted by: Alison Scaggs
US project will measure how the tendency to give is affected by treasured memories
By Hannah Jordan,
Third Sector,
3 March 2009
It
might be teddy boys, old episodes of the children's programme Andy
Pandy or the original Star Wars movies that make you feel nostalgic.
Memories
that tug on the heart-strings are now the subject of research into how
UK charities can use nostalgia to get donors to open their chequebooks.
The
project, led by John Ford, professor of marketing and international
business at Old Dominion University in Virginia, US, will develop a
scale on which charities can measure how the tendency to give is
affected by evoking certain emotions and memories.
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