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Time or Money? The Influence of Warm and Competent Appeals on Donation Intentions

Author

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  • Yong Zhang

    (School of Management, Jinan University, Guangzhou 510632, China)

  • Chuling Lin

    (School of Management, Jinan University, Guangzhou 510632, China)

  • Jialing Yang

    (School of Management, Jinan University, Guangzhou 510632, China)

Abstract

Charitable donations are important for healthy functioning and the sustainable development of our society. Individuals are making great contributions by donating their money or volunteering their time. Previous studies have discussed advertising strategies to promote either money or time donation. However, few have focused on money and time donation in one study or compared the effectiveness of advertising strategies to promote different types of donations. To promote an individual’s participation, this paper explores the role of advertising appeals in donation intentions. From the perspective of social cognition, this paper examines the influence of warm and competent advertising appeals on an individual’s donation intentions of time and money based on trait activation theory, revealing the underlying mechanisms. The results show that under the warm advertising appeal conditions, individuals are more willing to donate time due to the mediating role played by social connectedness. In contrast, under the competent advertising appeal conditions, individuals are more willing to donate money due to the mediating role played by competitive orientation. The implications and limitations are also discussed in this paper.

Suggested Citation

  • Yong Zhang & Chuling Lin & Jialing Yang, 2019. "Time or Money? The Influence of Warm and Competent Appeals on Donation Intentions," Sustainability, MDPI, vol. 11(22), pages 1-17, November.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:22:p:6228-:d:284359
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    References listed on IDEAS

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    Cited by:

    1. Yaping Fang & Feng Liu & Sunmin Kim & Minchan Pyo, 2023. "Consumer Participation in CSR: Spending Money versus Spending Time," Sustainability, MDPI, vol. 15(7), pages 1-17, March.
    2. He Tingting, 2021. "Comparing Money and Time Donation: What Do Experiments Tell Us?," Marketing of Scientific and Research Organizations, Sciendo, vol. 41(3), pages 65-94, September.
    3. Leonilde Conceição Silva & Emerson Wagner Mainardes & Arilda Magna Campagnaro Teixeira & Lindemberg Costa Júnior, 2020. "Brand orientation of nonprofit organizations and its relationship with the attitude toward charity and donation intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(3), pages 353-373, September.
    4. Yuanyuan Zhou & Zhuoying Fei & Yuanqiong He & Zhilin Yang, 2022. "How Human–Chatbot Interaction Impairs Charitable Giving: The Role of Moral Judgment," Journal of Business Ethics, Springer, vol. 178(3), pages 849-865, July.
    5. Alhouti, Sarah & Wright, Scott A. & Baker, Thomas L., 2021. "Customers need to relate: The conditional warm glow effect of CSR on negative customer experiences," Journal of Business Research, Elsevier, vol. 124(C), pages 240-253.

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