Self Construal Moderates the Effect of Fear of Failure on Donation Likelihood

Lale Okyay-Ata, Koç University, Turkey
Baler Bilgin, Koç University, Turkey
Zeynep Gürhan-Canli, Koç University, Turkey
This research shows that self construal moderates the effect of fear of failure on donation likelihood. An independent self construal decreases and an interdependent self construal increases donation likelihood. The effects are expected to be mediated by the perceived social support from others.
[ to cite ]:
Lale Okyay-Ata, Baler Bilgin, and Zeynep Gürhan-Canli (2012) ,"Self Construal Moderates the Effect of Fear of Failure on Donation Likelihood", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1110-1110.