Not Like Everyone Else: the Role of Consumer Cause-Related Identity and Uniqueness in Consumer Donation Intentions and Behavior

Rhiannon MacDonnell, Cass Business School, City University London, UK
Bonnie Simpson, Western University, Canada
Jennifer Argo, University of Alberta, Canada
Across two studies, the influence of cause-related identity and uniqueness on donation intentions and behaviors are examined. It is predicted that when uniqueness motives are triggered consumers will be more willing to publically (vs. privately) contribute to causes from which they might otherwise wish to dissociate their public identities.
[ to cite ]:
Rhiannon MacDonnell, Bonnie Simpson, and Jennifer Argo (2013) ,"Not Like Everyone Else: the Role of Consumer Cause-Related Identity and Uniqueness in Consumer Donation Intentions and Behavior", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.