Why Sometimes Recognizing Obligations Can’T Help - the Effects of Signing One’S Name on Donation Behaviors

Canice M.C. Kwan, Chinese University of Hong Kong, Hong Kong, China
Robert S. Wyer, Chinese University of Hong Kong, Hong Kong, China
In our research, we observed that signing one’s own name, albeit in an irrelevant context, can unobtrusively activate both feelings of self-identity (identity effect) and a sense of responsibility (duty effect). These effects, along with other factors such as self-relevance and processing style, induce a self-devoted commitment to help and impact on donation behaviors.
[ to cite ]:
Canice M.C. Kwan and Robert S. Wyer (2013) ,"Why Sometimes Recognizing Obligations Can’T Help - the Effects of Signing One’S Name on Donation Behaviors", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.