Charity Marketing: Explaining the Role of Gender among Youth

This study aims to explain gender roles among youth through assessing charity marketing. This is a semi experimental study, pretest and posttest design with an experimental group and a control group. Statistical population were students of Mazandaran University. Through the matched sample for the test group and control group 10 cases were detected. In this study, people were exposed to a film of a public-service advertisement. Before and after each film a blood sample was taken from each individual. Participants answered a questionnaire that aimed to measure the variable of intent to donate. Finally each person was given a certain amount of gift card to decide whether to help that charity or not. To analyze the data and test the hypotheses SPSS18 was used. Results show that there is no significant difference between men and women in the amount of oxytocin hormone, intent to donate to charitable activities and donation amount to charitable activities.