The Role of Psychic Distance in International Humanitarian Aid: A Macromarketing Perspective

Dr. Mittelman was granted Research and Professional Development funds for a research project examining macromarketing and the relationship between donors, NGOs and society.

The depiction of the “other” in marketing systems has significant ideological consequences and addresses one of the central tenants of macromarketing; how marketing affects society. We begin to examine one aspect of the system: charitable fundraising by international humanitarian aid agencies. We seek better understanding of the relationship between donors, NGOs, the distant needy they wish to help, and the respective societies in which they operate. This leads us to the introduction of the concepts of psychic distance and psychic distance stimuli to the macromarketing literature and an exploration of the role of psychic distance in international humanitarian aid.