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When Public Recognition for Charitable Giving Backfires: The Role of Independent Self-Construal

Author

Listed:
  • Bonnie Simpson
  • Katherine White
  • Juliano Laran
  • Vicki MorwitzEditor
  • Sharon ShavittAssociate Editor

Abstract

This research examines the effectiveness of public recognition in encouraging charitable giving, demonstrating that public recognition can sometimes decrease donations. While previous work has largely shown that making donations visible to others can motivate donors, the present research shows that the effectiveness of public recognition depends on whether potential donors are under an independent (i.e., separate from others) or interdependent (i.e., connected with others) self-construal. Across seven experimental studies, an independent self-construal decreases donation intentions and amounts when the donor will receive public recognition compared to when the donation will remain private. This effect is driven by the activation of an agentic motive, wherein independents are motivated to make decisions that are guided by their own goals and self-interests, rather than being influenced by the opinions and expectations of others. This research contributes to the understanding of the nuanced roles of both public recognition and self-construal in predicting donation behavior.

Suggested Citation

  • Bonnie Simpson & Katherine White & Juliano Laran & Vicki MorwitzEditor & Sharon ShavittAssociate Editor, 2018. "When Public Recognition for Charitable Giving Backfires: The Role of Independent Self-Construal," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(6), pages 1257-1273.
    • Handle: RePEc:oup:jconrs:v:44:y:2018:i:6:p:1257-1273.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucx101
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    Cited by:

    1. repec:cup:judgdm:v:15:y:2020:i:6:p:1037-1043 is not listed on IDEAS
    2. Ren, Jie & Raghupathi, Viju & Raghupathi, Wullianallur, 2021. "Exploring the subjective nature of crowdfunding decisions," Journal of Business Venturing Insights, Elsevier, vol. 15(C).
    3. Zhao, Xiaohong & Cai, Fengyan & Yang, Zhiyong, 2023. "Are people less generous after a family member gives to charity? The interaction of self-construal and relationship type," International Journal of Research in Marketing, Elsevier, vol. 40(2), pages 398-416.
    4. Chang, Yaping & Gao, Yajie & Zhu, Donghong & Safeer, Asif Ali, 2023. "Social robots: Partner or intruder in the home? The roles of self-construal, social support, and relationship intrusion in consumer preference," Technological Forecasting and Social Change, Elsevier, vol. 197(C).
    5. Park, Sehoon & Kim, Chaeyeong & Park, Jane, 2023. "How power distance belief, self-construal, and relationship norms impact conspicuous consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    6. Khalil, Mary & Khan, Saira & Septianto, Felix, 2020. "Effects of power and implicit theories on donation," Australasian marketing journal, Elsevier, vol. 28(3), pages 98-107.
    7. Bonnie Simpson & Jennifer L. Robertson & Katherine White, 2020. "How Co-creation Increases Employee Corporate Social Responsibility and Organizational Engagement: The Moderating Role of Self-Construal," Journal of Business Ethics, Springer, vol. 166(2), pages 331-350, October.
    8. Sachin Banker & Joowon Park, 2020. "Evaluating prosocial COVID-19 messaging frames: Evidence from a field study on Facebook," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 15(6), pages 1037-1043, November.
    9. Yucel-Aybat, Ozge & Hsieh, Meng-Hua, 2021. "Consumer mindsets matter: Benefit framing and firm–cause fit in the persuasiveness of cause-related marketing campaigns," Journal of Business Research, Elsevier, vol. 129(C), pages 418-427.

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