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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
How Affective Displaysand Self-Construal Impact Consumers’ Generosity, Rhiannon Macdonnell, Bonnie Simpson
How Affective Displaysand Self-Construal Impact Consumers’ Generosity, Rhiannon Macdonnell, Bonnie Simpson
Management and Organizational Studies Publications
Nonprofit brands vary widely in their positioning to consumers, ranging from crisis and desperation, to joy and optimism.The literature, however, provides limiteddirection for the many nonprofit organizations that seek to align their brand with positive emotions. Herein, we examine the relationship between affective displays (sad vs. happy) portrayed in charitable advertisements and consumer self-construal in shaping consumer generosity.We employ one field study (study 1) and one lab experiment (study 2), using different charitable causes (i.e., Kiva.org[study 1] and a fictitious children’s cancer charity [study 2]) and currencies (i.e., lending money [study 1] and volunteering time [study 2]).Taken together, we find …
When Public Recognition For Charitable Giving Backfires: The Role Of Independent Self-Construal, Bonnie Simpson, Katherine White, Juliano Laran
When Public Recognition For Charitable Giving Backfires: The Role Of Independent Self-Construal, Bonnie Simpson, Katherine White, Juliano Laran
Management and Organizational Studies Publications
This research examines the effectiveness of public recognition in encouraging charitable giving, demonstrating that public recognition can sometimes decrease donations. While previous work has largely shown that making donations visible to others can motivate donors, the present research shows that the effectiveness of public recognition depends on whether potential donors are under an independent (i.e., separate from others) or interdependent (i.e., connected with others) self-construal. Across seven experimental studies, an independent self-construal decreases donation intentions and amounts when the donor will receive public recognition compared to when the donation will remain private. This effect is driven by the activation of …