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Effects of Grandiose and Vulnerable Narcissism on Donation Intentions: The Moderating Role of Donation Information Openness

Author

Listed:
  • Hyeyeon Yuk

    (School of Business, Korea University, Seoul 02841, Korea)

  • Tony C. Garrett

    (School of Business, Korea University, Seoul 02841, Korea)

  • Euejung Hwang

    (Department of Marketing, Otago Business School, University of Otago, Dunedin 9054, New Zealand)

Abstract

This study investigated the relationship between two subtypes of narcissism (grandiose vs. vulnerable) and donation intentions, while considering the moderating effects of donation information openness. The results of an experimental survey of 359 undergraduate students showed that individuals who scored high on grandiose narcissism showed greater donation intentions when the donor’s behavior was public, while they showed lower donation intentions when it was not. In addition, individuals who scored high on vulnerable narcissism showed lower donation intentions when the donor’s behavior was not public. This study contributes to narcissism and the donation behavior literature and proposes theoretical and practical implications as per narcissistic individual differences. Future research possibilities are also discussed.

Suggested Citation

  • Hyeyeon Yuk & Tony C. Garrett & Euejung Hwang, 2021. "Effects of Grandiose and Vulnerable Narcissism on Donation Intentions: The Moderating Role of Donation Information Openness," Sustainability, MDPI, vol. 13(13), pages 1-11, June.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:13:p:7280-:d:584772
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    References listed on IDEAS

    as
    1. Kikyoung Park & Gangseog Ryu, 2018. "The Effect of Regulatory Focus on Individuals’ Donation Behavior," Sustainability, MDPI, vol. 10(3), pages 1-12, March.
    2. Piera Buonincontri & Alessandra Marasco & Haywantee Ramkissoon, 2017. "Visitors’ Experience, Place Attachment and Sustainable Behaviour at Cultural Heritage Sites: A Conceptual Framework," Sustainability, MDPI, vol. 9(7), pages 1-19, June.
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