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Generosity without borders: The interactive effect of spatial distance and donation goals on charitable giving

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  • Xu, Alison Jing
  • Rodas, Maria A.
  • Torelli, Carlos J.

Abstract

Although past research suggests that people are more likely to donate money to nearby causes to maximize their positive impact on others’ lives, donations to foreign causes are growing rapidly. Incorporating both other-focused impact goals and self-focused moral goals into our conceptualization, we propose that an interplay between the accessibility of impact/moral goals and the spatial distance between donors and recipients of charitable causes (e.g., faraway vs. nearby recipients) influences charitable behaviors (e.g., donation amounts and charitable choices). Specifically, when the goal to maintain a moral self-concept (impact recipients’ lives) is accessible, donors experience a more expansive conception of their moral circle (apply the “closeness-equals-impact” heuristic) and donate more money to faraway (nearby) causes. We further demonstrate that moral (impact) goals are more abstract (concrete) motivations, and their effects also emerge when priming an abstract (concrete) mindset. Five studies support these predictions while ruling out alternative interpretations.

Suggested Citation

  • Xu, Alison Jing & Rodas, Maria A. & Torelli, Carlos J., 2020. "Generosity without borders: The interactive effect of spatial distance and donation goals on charitable giving," Organizational Behavior and Human Decision Processes, Elsevier, vol. 161(C), pages 65-78.
    • Handle: RePEc:eee:jobhdp:v:161:y:2020:i:c:p:65-78
    DOI: 10.1016/j.obhdp.2020.01.007
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    References listed on IDEAS

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    1. Karen Page Winterich & Vikas Mittal & William T. Ross Jr., 2009. "Donation Behavior toward In-Groups and Out-Groups: The Role of Gender and Moral Identity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(2), pages 199-214.
    2. Small, Deborah A. & Loewenstein, George & Slovic, Paul, 2007. "Sympathy and callousness: The impact of deliberative thought on donations to identifiable and statistical victims," Organizational Behavior and Human Decision Processes, Elsevier, vol. 102(2), pages 143-153, March.
    3. Rod Duclos & Alixandra Barasch, 2014. "Prosocial Behavior in Intergroup Relations: How Donor Self-Construal and Recipient Group-Membership Shape Generosity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(1), pages 93-108.
    4. Schaumberg, Rebecca L. & Wiltermuth, Scott S., 2014. "Desire for a positive moral self-regard exacerbates escalation of commitment to initiatives with prosocial aims," Organizational Behavior and Human Decision Processes, Elsevier, vol. 123(2), pages 110-123.
    5. Gerri Spassova & Angela Y. Lee, 2013. "Looking into the Future: A Match between Self-View and Temporal Distance," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(1), pages 159-171.
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    Cited by:

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    2. Lieberman, Alicea & Schroeder, Juliana & Amir, On, 2022. "A voice inside my head: The psychological and behavioral consequences of auditory technologies," Organizational Behavior and Human Decision Processes, Elsevier, vol. 170(C).

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