Taking More Money and Donating More Money: the Influence of Self-Threat on Goal-Pursuit

Alison Jing Xu, University of Toronto, Canada
Shirley Y. Y. Cheng, Hong Kong Baptist University, China
Tiffany Barnett White, University of Illinois at Urbana-Champaign, USA
We suggest that self-threat cultivates a general motivation to pursue salient goals, leading to divergent behaviors when opposing goals are activated. After seeing negative brand information, consumers with high (but not low) self-brand connections donated more money [took more money] when the goal to help [pursue self-interest] was made salient.
[ to cite ]:
Alison Jing Xu, Shirley Y. Y. Cheng, and Tiffany Barnett White (2012) ,"Taking More Money and Donating More Money: the Influence of Self-Threat on Goal-Pursuit", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 48-52.