IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v99y2019icp295-305.html
   My bibliography  Save this article

Time versus money: The role of perceived effort in consumers' evaluation of corporate giving

Author

Listed:
  • Langan, Ryan
  • Kumar, Anand

Abstract

Motivated by the need for a deeper understanding of the factors and processes through which consumers evaluate corporate giving, this paper examines the role of perceived effort in the formation of consumers' motive attributions. Guided by attribution theory and the augmentation principle, three studies are put forth to demonstrate how the type, nature and source of giving influences consumers' perception of effort and ultimately, their evaluation of the firm. Results show that donation type, time versus money, differentially influence consumers' attitude toward the firm via serial mediation. Specifically, corporate donations of time (compared to money) lead to higher levels of perceived effort, which then induce more altruistic motive attributions. We also find that the effect of donation type on perceived effort is moderated by consumers' perception of the relative cost of the donation to the firm.

Suggested Citation

  • Langan, Ryan & Kumar, Anand, 2019. "Time versus money: The role of perceived effort in consumers' evaluation of corporate giving," Journal of Business Research, Elsevier, vol. 99(C), pages 295-305.
    • Handle: RePEc:eee:jbrese:v:99:y:2019:i:c:p:295-305
    DOI: 10.1016/j.jbusres.2019.02.016
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296319301067
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2019.02.016?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Grzegorz Zasuwa, 2017. "The Role of Company-Cause Fit and Company Involvement in Consumer Responses to CSR Initiatives: A Meta-Analytic Review," Sustainability, MDPI, vol. 9(6), pages 1-16, June.
    2. Skarmeas, Dionysis & Leonidou, Constantinos N., 2013. "When consumers doubt, Watch out! The role of CSR skepticism," Journal of Business Research, Elsevier, vol. 66(10), pages 1831-1838.
    3. Lee, Hanjoon & Park, TaeKyu & Moon, Hyoung Koo & Yang, YongHee & Kim, Chankon, 2009. "Corporate philanthropy, attitude towards corporations, and purchase intentions: A South Korea study," Journal of Business Research, Elsevier, vol. 62(10), pages 939-946, October.
    4. DeVoe, Sanford E. & Pfeffer, Jeffrey, 2007. "When time is money: The effect of hourly payment on the evaluation of time," Organizational Behavior and Human Decision Processes, Elsevier, vol. 104(1), pages 1-13, September.
    5. Mark Groza & Mya Pronschinske & Matthew Walker, 2011. "Perceived Organizational Motives and Consumer Responses to Proactive and Reactive CSR," Journal of Business Ethics, Springer, vol. 102(4), pages 639-652, September.
    6. Wendy Liu & Jennifer Aaker, 2008. "The Happiness of Giving: The Time-Ask Effect," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(3), pages 543-557, May.
    7. Martin A. Nowak & Karl Sigmund, 2005. "Evolution of indirect reciprocity," Nature, Nature, vol. 437(7063), pages 1291-1298, October.
    8. Arthur Gautier & Anne-Claire Pache, 2015. "Research on Corporate Philanthropy: A Review and Assessment," Journal of Business Ethics, Springer, vol. 126(3), pages 343-369, February.
    9. Da-Chang Pai & Chi-Shiun Lai & Chih-Jen Chiu & Chin-Fang Yang, 2015. "Corporate Social Responsibility and Brand Advocacy in Business-to-Business Market: The Mediated Moderating Effect of Attribution," Journal of Business Ethics, Springer, vol. 126(4), pages 685-696, February.
    10. Andrea C. Morales, 2005. "Giving Firms an "E" for Effort: Consumer Responses to High-Effort Firms," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 806-812, March.
    11. Liu, Wendy & Aaker, Jennifer L., 2008. "The Happiness of Giving: The Time-Ask Effect," Research Papers 1998, Stanford University, Graduate School of Business.
    12. Duncan, Brian, 1999. "Modeling charitable contributions of time and money," Journal of Public Economics, Elsevier, vol. 72(2), pages 213-242, May.
    13. Pavlos Vlachos & Nikolaos Panagopoulos & Adam Rapp, 2013. "Feeling Good by Doing Good: Employee CSR-Induced Attributions, Job Satisfaction, and the Role of Charismatic Leadership," Journal of Business Ethics, Springer, vol. 118(3), pages 577-588, December.
    14. C. Bhattacharya & Daniel Korschun & Sankar Sen, 2009. "Strengthening Stakeholder–Company Relationships Through Mutually Beneficial Corporate Social Responsibility Initiatives," Journal of Business Ethics, Springer, vol. 85(2), pages 257-272, April.
    15. Carolin Plewa & Jodie Conduit & Pascale Quester & Claire Johnson, 2015. "The Impact of Corporate Volunteering on CSR Image: A Consumer Perspective," Journal of Business Ethics, Springer, vol. 127(3), pages 643-659, March.
    16. Zasuwa, Grzegorz, 2016. "Do the ends justify the means? How altruistic values moderate consumer responses to corporate social initiatives," Journal of Business Research, Elsevier, vol. 69(9), pages 3714-3719.
    17. Folse, Judith Anne Garretson & Niedrich, Ronald W. & Grau, Stacy Landreth, 2010. "Cause-Relating Marketing: The Effects of Purchase Quantity and Firm Donation Amount on Consumer Inferences and Participation Intentions," Journal of Retailing, Elsevier, vol. 86(4), pages 295-309.
    18. Becker-Olsen, Karen L. & Cudmore, B. Andrew & Hill, Ronald Paul, 2006. "The impact of perceived corporate social responsibility on consumer behavior," Journal of Business Research, Elsevier, vol. 59(1), pages 46-53, January.
    19. Yuhei Inoue & Aubrey Kent, 2014. "A Conceptual Framework for Understanding the Effects of Corporate Social Marketing on Consumer Behavior," Journal of Business Ethics, Springer, vol. 121(4), pages 621-633, June.
    20. Karaosmanoglu, Elif & Altinigne, Nesenur & Isiksal, Didem Gamze, 2016. "CSR motivation and customer extra-role behavior: Moderation of ethical corporate identity," Journal of Business Research, Elsevier, vol. 69(10), pages 4161-4167.
    21. Mohr, Lois A. & Bitner, Mary Jo, 1995. "The role of employee effort in satisfaction with service transactions," Journal of Business Research, Elsevier, vol. 32(3), pages 239-252, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. van de Sanden, Stephanie & Willems, Kim & Brengman, Malaika, 2022. "How customers motive attributions impact intentions to use an interactive kiosk in-store," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    2. María Lourdes Arco-Castro & María Victoria Lopez-Pérez & Sara Rodriguez-Gomez & Raquel Garde-Sánchez, 2020. "Do Stakeholders Modulate Philanthropic Strategy? Corporate Philanthropy as Stakeholders’ Engagement," Sustainability, MDPI, vol. 12(18), pages 1-18, September.
    3. S. Venus Jin & Ehri Ryu, 2022. "“The greedy I that gives”—The paradox of egocentrism and altruism: Terror management and system justification perspectives on the interrelationship between mortality salience and charitable donations ," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(1), pages 414-448, March.
    4. Philp, Matthew & Mantonakis, Antonia, 2020. "Guiding the consumer evaluation process and the probability of order-effects-in-choice," Journal of Business Research, Elsevier, vol. 112(C), pages 13-22.
    5. Chen, Ruolan & Yuan, Ruizhi & Huang, Bo & Liu, Martin J., 2023. "Feeling warm or skeptical? An investigation into the effects of incentivized eWOM programs on customers’ eWOM sharing intentions," Journal of Business Research, Elsevier, vol. 167(C).
    6. Eric Van Steenburg & Nwamaka A. Anaza & Ahmed Ashhar & Andres Barrios & Ashley R. Deutsch & Meryl P. Gardner & Preeti Priya & Abhijit Roy & Anu Sivaraman & Kimberly A. Taylor, 2022. "The new world of philanthropy: How changing financial behavior, public policies, and COVID‐19 affect nonprofit fundraising and marketing," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(3), pages 1079-1105, September.
    7. Li, Bin & Chen, Shuang & Zhou, Qi, 2023. "Empathy with influencers? The impact of the sensory advertising experience on user behavioral responses," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    8. Maryem Mehwish & Zia Khan & Syed Shujaat Ali Shah, 2021. "Consumer Responses to Corporate and Celebrity Philanthropy," SAGE Open, , vol. 11(3), pages 21582440211, September.
    9. Saha, Sajeeb & Ranjan, Kumar Rakesh & Pappu, Ravi & Akhlaghpour, Saeed, 2023. "Corporate giving and its impact on consumer evaluations: A meta-analysis," Journal of Business Research, Elsevier, vol. 158(C).
    10. Haiyang Lu & Keya Zeng & Zhonggen Mao, 2023. "Perceptions of corporate social responsibilities and stakeholder engagement in the context of a disaster: A moderated mediation analysis from the perspective of consumer responses," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(6), pages 2873-2884, November.
    11. Athanasios Krystallis & Vlad Zaharia & Antonis Zairis, 2021. "“When” Does It Pay to Be Good? Attributions Mediate the Way CSR Elements Impact on Consumer Responses, and Are Controllable," Sustainability, MDPI, vol. 13(11), pages 1-16, May.
    12. Chinchanachokchai, Sydney & de Gregorio, Federico, 2020. "A consumer socialization approach to understanding advertising avoidance on social media," Journal of Business Research, Elsevier, vol. 110(C), pages 474-483.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Rana Essam Shazly & Abeer A. Mahrous, 2020. "Capture the hearts to win the minds: cause-related marketing in Egypt," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(3), pages 255-276, September.
    2. Menno D. T. Jong & Mark Meer, 2017. "How Does It Fit? Exploring the Congruence Between Organizations and Their Corporate Social Responsibility (CSR) Activities," Journal of Business Ethics, Springer, vol. 143(1), pages 71-83, June.
    3. Rana Essam Shazly & Abeer A. Mahrous, 0. "Capture the hearts to win the minds: cause-related marketing in Egypt," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 0, pages 1-22.
    4. Moazzam Abbas & Yongqiang Gao & Sayyed Sadaqat Hussain Shah, 2018. "CSR and Customer Outcomes: The Mediating Role of Customer Engagement," Sustainability, MDPI, vol. 10(11), pages 1-15, November.
    5. Grzegorz Zasuwa, 2017. "The Role of Company-Cause Fit and Company Involvement in Consumer Responses to CSR Initiatives: A Meta-Analytic Review," Sustainability, MDPI, vol. 9(6), pages 1-16, June.
    6. Henri Kuokkanen & William Sun, 2020. "Companies, Meet Ethical Consumers: Strategic CSR Management to Impact Consumer Choice," Journal of Business Ethics, Springer, vol. 166(2), pages 403-423, October.
    7. Donia, Magda B.L. & Tetrault Sirsly, Carol-Ann, 2016. "Determinants and consequences of employee attributions of corporate social responsibility as substantive or symbolic," European Management Journal, Elsevier, vol. 34(3), pages 232-242.
    8. 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.
    9. Seongtae Kim & Sangho Chae, 2022. "Shareholder Value Effects of Ethical Sourcing: Comparing Reactive and Proactive Initiatives," Journal of Business Ethics, Springer, vol. 179(3), pages 887-906, September.
    10. Jean-Pierre Thomassen & Marijke C. Leliveld & Kees Ahaus & Steven Walle, 2020. "Prosocial Compensation Following a Service Failure: Fulfilling an Organization’s Ethical and Philanthropic Responsibilities," Journal of Business Ethics, Springer, vol. 162(1), pages 123-147, February.
    11. Dineva, Denitsa & Breitsohl, Jan & Garrod, Brian & Megicks, Philip, 2020. "Consumer Responses to Conflict-Management Strategies on Non-Profit Social Media Fan Pages," Journal of Interactive Marketing, Elsevier, vol. 52(C), pages 118-136.
    12. François Maon & Valérie Swaen & Kenneth de Roeck, 2021. "Coporate branding and corporate social responsibility: Toward a multi-stakeholder interpretive perspective," Post-Print hal-03275858, HAL.
    13. Seunghee Im & Yang Woon Chung & Ji Yeon Yang, 2016. "Employees’ Participation in Corporate Social Responsibility and Organizational Outcomes: The Moderating Role of Person–CSR Fit," Sustainability, MDPI, vol. 9(1), pages 1-14, December.
    14. Anran Zhang & Alex Scodellaro & Bo Pang & Hui-Yi Lo & Zhengliang Xu, 2020. "Attribution and Effectiveness of Cause-Related Marketing: The Interplay between Cause–Brand Fit and Corporate Reputation," Sustainability, MDPI, vol. 12(20), pages 1-17, October.
    15. Lucinda Austin & Barbara Miller Gaither, 2019. "Redefining fit: examining CSR company-issue fit in stigmatized industries," Journal of Brand Management, Palgrave Macmillan, vol. 26(1), pages 9-20, January.
    16. Johnson, Samuel G.B. & Park, Seo Young, 2021. "Moral signaling through donations of money and time," Organizational Behavior and Human Decision Processes, Elsevier, vol. 165(C), pages 183-196.
    17. Diogo Hildebrand & Yoshiko DeMotta & Sankar Sen & Ana Valenzuela & Laura PeracchioEditor & Gita JoharEditor & Jaideep SenguptaAssociate Editor, 2017. "Consumer Responses to Corporate Social Responsibility (CSR) Contribution Type," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 738-758.
    18. Katharina Hetze, 2016. "Effects on the (CSR) Reputation: CSR Reporting Discussed in the Light of Signalling and Stakeholder Perception Theories," Corporate Reputation Review, Palgrave Macmillan, vol. 19(3), pages 281-296, October.
    19. Subhajit Bhattacharya, 2017. "Does corporate social responsibility contribute to strengthen brand equity? An empirical study," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(4), pages 513-533, December.
    20. van Rekom, Johan & Go, Frank M. & Calter, Dayenne M., 2014. "Communicating a company's positive impact on society—Can plausible explanations secure authenticity?," Journal of Business Research, Elsevier, vol. 67(9), pages 1831-1838.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:99:y:2019:i:c:p:295-305. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.