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Examining the impact of mindsets on donation intentions to homelessness charities via parallel serial mediation

Author

Listed:
  • Alice Labban

    (Seaver College Pepperdine University)

  • Corinne Novell

    (Seaver College Pepperdine University)

  • Steven Bauer

    (Seaver College Pepperdine University)

Abstract

This research investigates the impact of peoples’ chronic personality mindsets on charitable giving behaviors (donation intentions) and the process by which it occurs. We expand upon the literature by examining the relationship between mindsets and charitable giving for a social cause (homelessness), the controllability of which may be ambiguous to potential donors. In addition, we show how mindsets influence donation intentions via multiple mediation pathways, which consist of a combination of cognitive and affective mediators. Across two studies that surveyed 791 individuals age 24 + living in the U.S.A. via online questionnaires, we find that a more fixed (vs. growth) personality mindset is significantly associated with lower donation intentions to homelessness charities. A parallel serial mediation model reveals this relationship is mediated by perceived controllability and perceived donation efficacy on one pathway, and attribution and both positive (sympathy) and negative (blame) affect on the other pathways. The results have practical implications for nonprofits and raise awareness of the need to understand the mindsets of potential donors as they devise marketing strategies, programs, and messages. The findings also suggest that nonprofits should consider donors’ perceived controllability of the cause, perceived donation efficacy, and emotions felt towards those in need.

Suggested Citation

  • Alice Labban & Corinne Novell & Steven Bauer, 2023. "Examining the impact of mindsets on donation intentions to homelessness charities via parallel serial mediation," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(1), pages 225-244, March.
    • Handle: RePEc:spr:irpnmk:v:20:y:2023:i:1:d:10.1007_s12208-022-00336-4
    DOI: 10.1007/s12208-022-00336-4
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    References listed on IDEAS

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    1. 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.
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