Preferences For Services Research Articles

Public preferences for pharmacogenetic testing in the NHS: Embedding a discrete choice experiment within service design to better meet user needs.

Genetic testing can be used to improve the safety and effectiveness of commonly prescribed medicines-a concept known as pharmacogenetics. This study aimed to quantify members of the UK public's preferences for a pharmacogenetic service to be delivered in primary care in the National Health Service. Members of the UK population were surveyed via an online panel company. Respondents completed 1 of 2 survey versions, asking respondents to select their preferred pharmacogenetic testing service in the context of a presentation of low mood or pain. A conditional logit model was estimated, before the best functional form for the dataset was identified. Preference heterogeneity was identified via latent class analysis. Coefficients from the final selected models were used to estimate uptake in the context of different hypothetical pharmacogenetic services. Responses from 1993 individuals were included in the analysis. There were no differences observed in preference between the 2 clinical scenarios. Conditional logit analysis, using maximum likelihood estimation, indicated that respondents preferred to have noninvasive tests and wanted their data to be shared between different healthcare organizations to guide future prescribing. There was a preference for regional over national data sharing initiatives, and respondents preferred to have access to their data. Predicted uptake varied considerably, ranging from 51% to >99%, depending on design of the service. This study identifies public preferences for a pharmacogenetic testing service and demonstrates how predicted uptake can be impacted by relatively minor adaptations. This highlights areas for prioritization during development of future pharmacogenetic services.

Evaluating the Digital Health Experience for Patients in Primary Care: Mixed Methods Study.

The digital health divide for socioeconomic disadvantage describes a pattern in which patients considered socioeconomically disadvantaged, who are already marginalized through reduced access to face-to-face health care, are additionally hindered through less access to patient-initiated digital health. A comprehensive understanding of how patients with socioeconomic disadvantage access and experience digital health is essential for improving the digital health divide. Primary care patients, especially those with chronic disease, have experience of the stages of initial help seeking and self-management of their health, which renders them a key demographic for research on patient-initiated digital health access. This study aims to provide comprehensive primary mixed methods data on the patient experience of barriers to digital health access, with a focus on the digital health divide. We applied an exploratory mixed methods design to ensure that our survey was primarily shaped by the experiences of our interviewees. First, we qualitatively explored the experience of digital health for 19 patients with socioeconomic disadvantage and chronic disease and second, we quantitatively measured some of these findings by designing and administering a survey to 487 Australian general practice patients from 24 general practices. In our qualitative first phase, the key barriers found to accessing digital health included (1) strong patient preference for human-based health services; (2) low trust in digital health services; (3) high financial costs of necessary tools, maintenance, and repairs; (4) poor publicly available internet access options; (5) reduced capacity to engage due to increased life pressures; and (6) low self-efficacy and confidence in using digital health. In our quantitative second phase, 31% (151/487) of the survey participants were found to have never used a form of digital health, while 10.7% (52/487) were low- to medium-frequency users and 48.5% (236/487) were high-frequency users. High-frequency users were more likely to be interested in digital health and had higher self-efficacy. Low-frequency users were more likely to report difficulty affording the financial costs needed for digital access. While general digital interest, financial cost, and digital health literacy and empowerment are clear factors in digital health access in a broad primary care population, the digital health divide is also facilitated in part by a stepped series of complex and cumulative barriers. Genuinely improving digital health access for 1 cohort or even 1 person requires a series of multiple different interventions tailored to specific sequential barriers. Within primary care, patient-centered care that continues to recognize the complex individual needs of, and barriers facing, each patient should be part of addressing the digital health divide.

Getting it right with discrete choice experiments: Are we hot or cold?

Discrete Choice Experiments (DCEs) are widely employed survey-based methods to assess preferences for healthcare services and products. While they offer an experimental way to represent health-related decisions, the stylized representation of scenarios in DCEs may overlook contextual factors that could influence decision-making. The aim of this paper was to evaluate the predictive validity of preferences elicited through a DCE in decisions likely influenced by a hot-cold empathy gap, and compare it to another commonly used method, a direct-elicitation question. We focused on preferences for pain-relief modalities, especially for an epidural during childbirth - a context where direct-elicitation questions have shown a preference for or intention to have a natural birth (representing the “cold” state), yet individuals often opt for an epidural during labor (representing the “hot” state). Leveraging a unique dataset collected from 248 individuals, we incorporated both the stated preferences collected through a survey administered upon hospital admission for childbirth and the actual pain-relief modality usage data documented in medical records. The DCE allowed for the evaluation of scenarios outside of those expected by respondents to simulate decision-making during childbirth. When we compared the predicted epidural use with the actual epidural use during labor, we observed a choice concordance of 71-60%, depending on the model specification. The concordance rate between the predicted and actual choices increased to 77-76% when accounting for the initial use of other ineffective modalities. In contrast, the direct-elicitation choices, relying solely on respondents’ baseline expectations, yielded a lower concordance rate of 58% with actual epidural use. These findings highlight the flexibility of the DCE method in simulating complex decision contexts, including those involving hot-cold empathy gaps. The DCE proves valuable in assessing nuanced preferences, providing a more accurate representation of the decision-making processes in healthcare scenarios.

Barriers, Facilitators, and Preferences for Mental Health Services Among Patients With Systemic Lupus Erythematosus: A Qualitative Study.

Although patients with systemic lupus erythematosus (SLE) experience high levels of depression and anxiety disorders, evidence concerning patient perceptions of facilitators and barriers to effective uptake of mental health services (eg, referral to therapists and psychiatrists, psychoeducational interventions, or support groups) is limited. We conducted semistructured qualitative interviews with 15 adults with SLE to explore patient experiences and perceptions of mental health services to identify facilitators and barriers to accessing mental health care among patients with SLE. Qualitative interviews were conducted via telephone and audio recorded for transcription and directed content analysis using NVivo software by two coders. The median age of the 15 participants was 48 years, 87% were female, 33% identified as Black or African American, and 33% identified as Hispanic or Latino. Qualitative themes were organized into three domains: barriers, facilitators, and preferences for mental health services. Barriers to the use of mental health services include mental health stigma, sociodemographic factors, lack of autonomy, and time commitment. Facilitators to the use of mental health services included strong relationships with their rheumatologists and mental health care clinician experience with patients with SLE. Preferences for mental health services included education-based formats, mental health providers who work with patients with SLE, peer group formats, demographically and disease-matched psychological resources, and an emphasis on non-disease-related activities. In the setting of persistent unmet psychosocial needs of patients living with SLE, data from this qualitative study will inform the development and refinement of mental health interventions that bolster psychological wellbeing in the SLE population.

Differences in the Elderly Care Service Demand,Preference,and Tendency Between Urban and Rural Areas in the Pearl River Delta

Objective To understand the differences in the demand,preference,and tendency for elderly care services between urban and rural areas in the Pearl River Delta (PRD),and to provide reference for the planning and balanced allocation of elderly care resources in urban and rural areas. Methods Using the multi-stage stratified random sampling method,we selected 7 community health service centers in 2 prefecture-level cities in the PRD and conducted a questionnaire survey on the elderly care service demand,preference,and tendency among 1919 regular residents aged 60 years and above who attended the centers. Results A total of 641 urban elderly residents (33.4%) and 1278 rural elderly residents (66.6%) were surveyed in the PRD.The urban and rural elderly residents showed differences in the child number (χ2=43.379,P<0.001),willingness to purchase socialized elderly care services (χ2=104.141,P<0.001),and attitudes to the concept of raising child to avoid elderly hardship (χ2=65.632,P<0.001).The proportion (71.8%) of rural elderly residents who prefer family-based elderly care was higher than that (57.1%) of urban elderly residents (χ2=41.373,P<0.001).The proportion (62.2%) of urban elderly residents clearly expressing their willingness to choose institutions for elderly care was higher than that (44.0%) of rural elderly residents (χ2=57.007,P<0.001).Compared with family-based elderly care,the willingness to choose institutional or community-based in-house elderly care was low among the urban elderly residents with surplus monthly household income or balanced income and expenditure;urban males,those with college education background or above,and those who purchased socialized elderly care services tended to prefer community-based in-house elderly care.In rural areas,the elderly residents who had local household registry were prone to choose institutional or community-based in-house elderly care,while those who had more than one child and those who were satisfied with the current living conditions were less willing to choose community-based in-house elderly care. Conclusions It is suggested that the urban-rural differences in the elderly care service demand,preference and tendency should be fully considered in the planning and allocation of urban and rural elderly care resources.Efforts remain to be made to develop diversified social elderly care services tailored to the characteristics of urban and rural areas.

The Influence Of Marketing Mix And Brand Awareness On Banking Customers' Interest In Using Home Ownership Credit Services

The purpose of this study is to ascertain whether social influence, brand awareness, and sharia marketing mix influence the choice of sharia house ownership financing. Customers who select Sharia KPR items make up the research population. Purposive sampling was the method of sampling employed by the researchers. 100 persons were chosen as the sample size by the researchers. In this study, a questionnaire was utilized as an instrument by the researcher to collect the required data. In this study, the researcher used a quantitative research methodology. data interpretation and analysis with SPSS 23.0 software. The analysis results indicate that the three variables studied, namely social, brand awareness, and sharia marketing mix, significantly influence the decision process for selecting sharia bank customers. Brand awareness also has a significant effect, with a significance level of 0.000. Likewise, the sharia marketing mix variable also has a significant impact. In addition, the F test results show that simultaneously, social variables, brand awareness, and the sharia marketing mix have a significant influence on the decision process for selecting sharia bank customers, as evidenced by the F value of 35.5. These findings illustrate that the combination of these factors as a whole has a strong role in shaping customer preferences for Islamic banking products or services. The author suggests that future research add other variables so that this research can further develop for the academic world in the future. So in this case, it is hoped that the bank needs to understand the social conditions of the target market as a form of marketing research to win the sharia banking market share. Can increase brand awareness in the community to win market share.

Green Marketing: A Journey Towards Sustainability

Green marketing has evolved to address specific environmental problems and balance profitability with environmental responsibility by promoting environmentally safe goods and services. The increasing awareness of environmental issues among consumers has allowed firms to use green marketing to gain a competitive advantage. Green marketing involves a broad range of activities, including modification of product, changes in process, packaging and promotion all aimed at minimizing detrimental impacts on the natural environment. We can trace the evolution of green marketing from ecological green marketing, which focuses on addressing specific environmental problems, to environmental green marketing, which aims at designing innovative products to reduce pollution and waste, and finally to sustainable green marketing, which challenges companies to balance profitability with environmental responsibility. Environmentally conscious consumers are demanding eco-friendly products and services and expect organizations to be socially responsible. However, actual environmentally friendly purchasing behavior does not always result from positive attitudes toward environmental issues. Consumers are not willing to sacrifice other product attributes for the sake of environmental responsibility alone. Hence, firms must focus on satisfying customers’ needs and wants for quality, performance, and convenience at an affordable price that is not detrimental to the environment. There are various reasons why firms adopt green marketing strategies, including opportunities for market growth, social responsibility, governmental and competitive pressures, and cost or profit issues. However, firms have struggled to gain a competitive advantage solely from expressing environmental concerns. To achieve superior performance, firms must be market-oriented, manage their resources correctly, and allocate dedicated resources to green strategy development and implementation. Resources such as environmental program timing, environmental strategy focus, and top management support contribute to the success of green marketing strategies. Effective green marketing strategies involve the development of green policies and the innovation and deployment of green products throughout the supply chain. Innovation in green products will continue to be driven by the need to reduce human impact on the planet. The three main aspects of the impact of green policies on firm performance are market performance, financial performance, and service quality. Resource advantage theory suggests that firms that leverage resources in a market-oriented way will outperform their competitors. Green Marketing has its challenges and complexities also. Overall, green marketing is a journey towards sustainability that needs support from all stakeholders. Governments cannot achieve a green economy alone, and the private sector must be encouraged to adopt green business practices. Consumers’ increasing preference for green products and services can drive companies to reduce their environmental impact, provide positive social impact, and generate profits.

What’s the preferences of medical staff for providing health education service? – A discrete choice experiment in Beijing, China

ObjectiveTo quantify medical staff preferences for providing health education service in hospitals. MethodsThis study took medical staff in the department of internal medicine of hospitals in Beijing, China as the research subjects, and designed a discrete choice experiment (DCE) to investigate the health education service provision preferences of them. Through various methods, 8 attributes and corresponding levels were determined. An online survey was conducted among the medical staff of the sample hospitals from May to June 2023. Participants’ preferences were analyzed using conditional logit and mixed logit models. ResultsFinally, 831 respondents completed the questionnaire, among which 600 cases passed the consistency test. All the attributes included in this study had an impact on medical staff’ health education service preferences (P < 0.001). The most important one with the greatest impact on the health education service delivery behavior of the respondents was "department working atmosphere-encouraging health education" (β = 4.062, P < 0.001). ConclusionIn this study, the departmental work atmosphere and performance bonuses emerged as crucial factors influencing the engagement of medical staff in health education work. Practical implicationsHospitals should prioritize measures to improve the health education working atmosphere in departments to increase the enthusiasm of medical staff to provide services.

Evaluating consumer insights in water services: perspectives on health benefits, pricing tolerance, and continuous service demand

Abstract This study investigates the relationship between consumers and water services, focusing on the global challenge of providing clean and reliable water. Employing structured questionnaires, the research explores customers’ perceived health benefits, willingness to pay (WTP) for potential price increases, and service expectations. The study, primarily quantitative in nature, gathered data from both customers and non-customers of water services. The findings reveal that customers are more likely to recognize health benefits from water services compared to non-customers, emphasizing the role of health perceptions in service acceptance. A significant majority of respondents showed a willingness to accept modest tariff increases. However, this willingness sharply declines as the proposed increase grows, indicating a clear threshold in consumers’ financial flexibility. A strong preference for 24-h water service emerged, underscoring the importance of continuous service in consumer satisfaction. Additionally, factors such as water consistency, cleanliness, and pressure were identified as key determinants of service adoption and satisfaction. These insights are crucial for water service providers and regulators, suggesting the need for a balanced approach to pricing, service quality, and continuity. The study highlights the importance of communication about the health benefits of water services, offering guidance for enhanced customer engagement, service adoption, and retention strategies.

Dijitalleşme sürecinde tüketicilerin bankacılık hizmet tercihini şekillendiren unsurlara yönelik bir inceleme

With a focus on banking services specifically, this study attempts to investigate the variables influencing consumers' choices for services during the digitalization process. A review of the literature was done for this purpose, and the data gathered was arranged and given as a summary of the literature. Within the scope of the research, firstly, the factors shaping consumers' digital banking service preference were discussed in a general framework, subsequently the subject was detailed around the determined headings. In this context, the subject is discussed in terms of search, experience and credence properties of service products, perceived risk, privacy, and security concern (and privacy paradox) and consumer characteristics, suggestions for future research are presented in the conclusion section. With the goal of addressing the consumer's service choice in the digitalization process with a holistic approach and current concepts, particularly for financial services, it is assessed that the study will provide a distinctive contribution. The study is the product of a comprehensive literature review; therefore care was taken to ensure that the elements identified were comprehensive, both in terms of digital services in general and in banking services in particular. However, it is possible to talk about different factors that are likely to shape consumer behavior in the digitalization process and are beyond the scope of this study. In addition, the rapid change and transformation environment caused by digitalization brings with it the need to constantly address the issue with new research.

Priority Needs for Facilities of Office Buildings in Thailand: A Copula-Based Ordinal Regression Model with Machine Learning Approach

In the rapidly evolving business landscape of Thailand, the design and facilities of office buildings play a crucial role in enhancing employee satisfaction and productivity. This study seeks to answer the question: “How can office building facilities be optimized to meet the diverse preferences of occupants in Thailand, thereby improving their satisfaction and productivity”? This study employs a copula-based ordinal regression model combined with machine learning techniques to investigate the determinants of facility preferences in office buildings in Thailand. By analyzing data from 372 office workers in Bangkok, we identify the factors influencing facility needs and preferences, and measure the correlation between these preferences. Our findings reveal that safety and security are the highest-rated amenities, indicating their importance in the workplace. The findings reveal distinct preferences across demographic groups: age negatively influences the demand for certain amenities like lounges, while higher education levels increase the preference for cafeteria services. Employees in smaller firms show a higher preference for lounges and fitness centers but lower for restaurants and cafeterias. Interestingly, the size of the enterprise does not significantly affect preferences for fundamental facilities like security and cleaning. The study also uncovers the significant role of gender and income in shaping preferences for certain facilities. These results suggest that while basic amenities are universally valued, luxury or leisure-oriented facilities are more appreciated in smaller, possibly more community-focused work environments. This study highlights the need for tailored facility management in office buildings, considering the diverse needs of different employee groups, which has significant implications for enhancing workplace satisfaction and productivity.

Research on Marketing Strategies Targeting the Consumer Behavior of Female Consumer Groups

The study of women's consumer behavior has become one of the hot spots in the field of marketing. As women's social status, economic independence and purchasing power have increased, their needs and preferences for products and services have changed significantly. This paper explores the key factors influencing women's consumption behavior through a comprehensive literature review and analysis. First, increased economic independence has made women an important consumer group that pays more attention to value and quality and is willing to pay higher prices to meet individualized needs. Second, social changes and cultural concepts have caused women to re-examine the definition of traditional gender roles, and they pursue self-expression, self-fulfilment and self-care, thus shaping their behavior and choices in the consumption process. In addition, personal values, interests and social influences also play an important role in women's consumption behavior. Finally, companies should understand and adapt to these changes to meet the needs of female consumers by offering personalized products, innovative marketing strategies, and positive brand communication. The study of women's consumer behavior is important for companies to achieve competitive advantage in the marketplace, as women consumers have become a huge and promising market.

What is Happening in the Ambulatory Space? Past Challenges and Future Directions

Despite reimbursement pressures and scrutiny on procedural appropriateness, the demand for peripheral vascular ambulatory services remains strong. Improvements in minimally-invasive technologies, coupled with a supportive regulatory environment and considerable preference for ambulatory services among purchasers, patients, and providers, have resulted in the rapid proliferation of ambulatory facilities in a number of markets. Emerging ecosystem dynamics, notably the rapid growth of Medicare Advantage and the growing presence of private equity and venture capital within healthcare, will likely have an impact on future growth trends but will not fundamentally alter the incentives driving the ambulatory shift. Indeed, it is likely that the dynamics currently at work within peripheral vascular services will become come to characterize a variety of other services, as more care shifts away from the hospital.

EXtraction or PREServation? EXPRESS survey of patients' preference for toothache in public health facilities of Eastern India.

To investigate patients' preference for extraction or preservation for toothache and hypothetical anterior tooth pain along with the specific reason for their choice. Cross-sectional analytical semi-structured interview study. A sample of 703 adult dental outpatients visiting secondary and tertiary government health centres with toothache due to dental caries in Eastern India. Patients preferring restorative or extraction services for toothache, specific reason, and socio-demographic background factors for anterior and posterior teeth. Half (50.1%) choose preservation for present toothache and 79.9% for hypothetical front tooth pain. Immediate relief from toothache for extraction and the motive to preserve natural teeth for preservation were the main reasons expressed. In logistic regression, participants preferring extraction were more likely to be aged 25-34 years (OR = 1.94), 55+ years (OR=33.32), have primary and below education level (OR=1.99), have had a previous extraction (OR=1.99) and be unaware of preservation options (OR=2.34). For assumed anterior tooth pain, those between 25-34 years (OR=0.39) were more likely to choose preservation. Participants with primary and below education levels (OR=1.99) and unaware of preservation options (OR=1.95) chose extraction of the front tooth irrespective of their choice of treatment for the present toothache. Notable differences between the choices to preserve or extract a posterior tooth were not found. There was greater preference towards preserving anterior teeth. Future research should identify additional barriers to the preference and utilization of restorative services.

A Systematic Literature Review of Racial Disproportionality in Autism in the U.S.

In recent years, the Autism and Developmental Disabilities Monitoring Network has observed a shift in racial disparities in autism. To delineate the historical shift of racial disproportionality in US autism prevalence, our literature review examines three key topics: publication trends concerning racial disproportionality in autism, discernible national and state-level patterns, and underlying factors contributing to the disproportionality. Using the PRISMA framework, we synthesized 24 empirical studies on racial disproportionality in autism and its change over time. These studies explored national patterns and spatiotemporal variations to provide a comprehensive understanding of racial disparities in autism. Studies indicated similar national patterns for Black and Asian racial groups; both groups had had mixed results around the turn of the millennium. By 2007, the Asian group was overrepresented again. Hispanic and Native American groups have consistently been underrepresented. However, significant spatiotemporal variations were found, suggesting that these disparities might reflect inherent inequalities within the current identification and classification system. The patterns of racial disproportionality in autism seem to be influenced by numerous factors. These include varying state definitions of autism, disparities in resource distribution, differences in symptom recognition across cultures, service preferences, cultural mismatches between professionals and families, and prevailing biases and stigmas, as revealed by the reviewed studies. These findings prompt a closer look into the causes and implications of these disparities, offering the underlying issues within the current diagnostic system and highlighting the need for further research to ensure equal educational opportunities regardless of disabilities and race/ethnicity.

Baby Boomers’ Lifestyle Characteristics and Preference for Community Revitalization Services

Baby Boomers’ Lifestyle Characteristics and Preference for Community Revitalization Services

Analisis Peranan Diskon Terhadap Minat Pelanggan Berbelanja di Indomaret Kecamatan Medan Maimun

The aim of this study is to see how the discount affects the buyer's desire to shop in Indomaret. To check the relationship between customer purchasing interest and the discounts offered by Indomaret, a linear regression method was used. Results of regression analysis show that, although discounts contribute only a small part of the change in purchasing behavior, there is about 4% of the variation in customer purchasing interests. Quality of service or customer preferences are some additional factors that influence shopping behavior, which should be considered in this study to get a better picture. For further research, it is recommended to conduct a more in-depth customer survey and cover other relevant variables. Advanced research is expected to use this holistic approach to gain a deeper understanding of the variables that affect customer shopping behavior in Indomaret.

A systematic review of discrete choice experiments in stroke rehabilitation

ABSTRACT Objectives Existing research qualitatively explores consumer preferences for stroke rehabilitation interventions. However, it remains unclear which intervention characteristics are most important to consumers, and how these preferences may influence uptake and participation. Discrete choice experiments (DCE) provide a unique way to quantitatively measure preferences for health and health care. This study aims to explore how DCEs have been used in stroke rehabilitation and to identify reported consumer preferences for rehabilitation interventions. Material and Methods A systematic review of published stroke rehabilitation DCEs was completed (PROSPERO registration: CRD42021282578). Six databases (including CINAHL, MEDLINE, EconLIT) were searched from January 2000-March 2023. Data extracted included topic area, sample size, aim, attributes, design process, and preference outcomes. Descriptive and thematic analyses were conducted, and two methodological checklists applied to review quality. Results Of 2,446 studies screened, five were eligible. Studies focused on exercise preference (n = 3), the structure and delivery of community services (n = 1), and self-management programs (n = 1). All had small sample sizes (range 50–146) and were of moderate quality (average score of 77%). Results indicated people have strong preferences for one-to-one therapy (over group-based), light-moderate intensity of exercise, and delivery by qualified therapists (over volunteers). Conclusions Few DCEs have been conducted in stroke rehabilitation, suggesting consumer preferences could be more rigorously explored. Included studies were narrow in the scope of attributes included, limiting their application to practice and policy. Further research is needed to assess the impact of differing service delivery models on uptake and participation.

Remote hearing-aid delivery and support: perspectives of patients and their hearing care providers

Objective To explore the perspectives of patients and hearing care providers (HCPs) about an adult remote hearing-aid delivery service implemented during the COVID-19 pandemic. Design Service evaluation via surveys. The patient survey measured satisfaction with the service, perceived hearing-aid handling skills, and preferences for future services. The HCP survey explored the impact of teleaudiology on outcomes compared to in-person care and factors important for successful teleaudiology. Study sample 378 patients and 14 HCPs. Results Patients were highly satisfied with the service and self-reported good hearing-aid handling skills. However, 2 in 3 patients said they would prefer a future hearing-aid fitting to be in-person rather than remote. HCPs thought teleaudiology had positive impacts on convenience, accessibility, and flexibility, but negative impacts on communication, rapport, and the quality of care. HCPs considered computer literacy and individual preferences to be important for successful remote care; the age of the patient was considered less important. Conclusions Patients were generally highly satisfied with the service and for 1 in 3 it was their preferred mode of future hearing-aid fitting. Future services should be aware that a one-size-fits-all approach will not satisfy all patients and that teleaudiology should be offered on the basis of individual preference.

Donors' self‐ and other‐oriented motives for selecting charitable causes

AbstractMillions of charities compete for charitable donations, yet the underlying factors influencing individuals' preferences for specific causes remain relatively poorly understood. Building upon the ongoing scholarly debate about whether charitable behaviors are more altruistically or egoistically motivated, this study employs a self and other orientation framework to explore the preferences captured in a community survey (N = 987) to identify the various motivations relevant to donors' decision‐making processes. Our study contributes significantly to our understanding of charitable cause selection. First, it uncovers diverse motives directly endorsed by donors, offering insight into the multifaceted factors influencing preferences. Second, it unveils distinctive constellations of motives related to self and other orientations, shedding light on the underlying drivers of charitable actions. Third, it delineates the impact of various identity motives on charitable preferences. Specifically, we find that self‐oriented motives are associated with preferences for environmental and research causes, while other‐oriented motives exhibit a strong link with preferences for housing and development causes. Additionally, a combination of self and other motives shapes preferences for health, social services, emergency, and international causes. This complex interplay highlights that prosocial behavior is susceptible to a plurality of motives and cannot be solely understood through a binary distinction of altruism versus egoism. The study also contributes to the broader understanding of the psychology of charitable giving and has implications for fundraising design in a competitive market.