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“What's in it for me?”: The effect of donation outcomes on donation behavior

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  • Ye, Nan
  • Teng, Lefa
  • Yu, Ying
  • Wang, Yingyuan

Abstract

A common strategy used in charitable appeals is emphasizing the outcomes of an individual's donation. However, the way donation outcomes are framed will have an effect on individual donation intentions. We advance existing theory on charitable behavior by demonstrating that charitable appeals framed around benefits to self (benefits to others) generate higher individual donation intentions when appeals are used in individualistic (collectivistic) cultural contexts and when benefits are distant (immediate). Furthermore, social status is a moderator on the latter relationship, as individuals with relatively high social status have greater donation intentions when viewing charitable appeals emphasizing benefits to self, regardless of when the benefits occur. Individuals with relatively low social status exhibit higher donation intentions when donation outcomes are framed to emphasize immediate benefits to others, or future benefits to self. These findings have important implications for charities and non-profit organizations.

Suggested Citation

  • Ye, Nan & Teng, Lefa & Yu, Ying & Wang, Yingyuan, 2015. "“What's in it for me?”: The effect of donation outcomes on donation behavior," Journal of Business Research, Elsevier, vol. 68(3), pages 480-486.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:3:p:480-486
    DOI: 10.1016/j.jbusres.2014.09.015
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    References listed on IDEAS

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    3. Cha, Moon-Kyung & Yi, Youjae & Lee, Jaehoon, 2020. "When people low in social class become a persuasive source of communication: Social class of other donors and charitable donations," Journal of Business Research, Elsevier, vol. 112(C), pages 45-55.
    4. Stenstrom, Eric P. & Saad, Gad & Hingston, Sean T., 2018. "Menstrual cycle effects on prosocial orientation, gift giving, and charitable giving," Journal of Business Research, Elsevier, vol. 84(C), pages 82-88.
    5. Llamas, Rosa & Thomsen, Thyra Uth, 2016. "The luxury of igniting change by giving: Transforming yourself while transforming others' lives," Journal of Business Research, Elsevier, vol. 69(1), pages 166-176.
    6. Jintong Tang & Zhi Tang & Shaji A. Khan, 2022. "Do the rich give more? The effects of family wealth and entrepreneurial effort on firm philanthropy and growth," Asia Pacific Journal of Management, Springer, vol. 39(2), pages 699-722, June.
    7. Mukherjee, Ashesh & Lee, Seung Yun & Burnham, Thomas, 2020. "The effect of others’ participation on charitable behavior: Moderating role of recipient resource scarcity," Journal of Business Research, Elsevier, vol. 120(C), pages 213-228.

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