The effect of corporate donation motive attribution on investors' judgments of future earnings prospects: The moderating role of individual moral orientation

We experimentally investigate whether donation motive attribution influences individual investors' judgments of the donating firm's future earnings prospects and whether individual moral orientation, that is, perceived importance of social goodwill (PISG), moderates this effect. We find that investors forecast higher future earnings per share (EPS) when the donation motive is believed to be altruistic or win–win rather than egoistic; the EPS forecasts for altruistic and win–win motives are not different. However, this motive attribution effect holds only for higher‐PISG investors. A further examination finds that when the donation motive is believed to be egoistic and/or when investors have lower PISG, doing good is no better than doing nothing, but no backfire effect occurs. Our findings indicate that the positive effect of corporate donation on investors' judgments is generated only when higher‐PISG investors believe that the donation motive is not purely egoistic; corporate donation will not generate negative effects on investors' judgments even under less favorable conditions.