The Role of Beneficiaries' Group Identity in Charitable Giving

Kiwan Park, Seoul National University, Republic of Korea
Seojin Stacey Lee, Seoul National University, Republic of Korea
We investigate what determines the differential effectiveness of self- versus other-benefit appeals in charity advertisements. We find that when beneficiaries are out-group (in-group) members, self-benefit (other-benefit) appeals generate greater donation intention than other-benefit (self-benefit) appeals. We also demonstrate two distinct mediation processes to account for the proposed matching effects.
[ to cite ]:
Kiwan Park and Seojin Stacey Lee (2013) ,"The Role of Beneficiaries' Group Identity in Charitable Giving", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.