Business Administration, Management, and Operations Commons^™

Taken For Granted Or Taken With Gratitude? An Examination Of The Differential Effects Of Donations Of Time And Money On Consumers' Evaluation Of Corporate Philanthropy, Ryan Langan

USF Tampa Graduate Theses and Dissertations

This dissertation examines the potential for two forms of corporate philanthropy, donations of time and money, to have differential effects on consumers' response to corporate giving. Drawing upon indirect-reciprocity theory I show that corporate donations of time compared to money elicit a greater desire to reciprocate on the part of consumers. It is found that the influence of corporate donations on consumers' desire to reciprocate occurs through serial mediation, whereby donations of time are perceived as being more effortful than monetary donations. This in turn leads to more altruistic motive attributions, and ultimately greater admiration towards the firm and a …