Is Doing Better Always Good? the Impact of Perceived Nonprofit Competence on Altruistic Donation Motivations

Katina Kulow, University of South Carolina, USA
Caglar Irmak, University of Georgia, USA
Stefanie Robinson, North Carolina State University, USA
We test the impact of perceptions of increased competence of nonprofits on consumers’ motivations for charitable giving. We show that when nonprofits signal increased levels of competence, altruistic individuals will respond less favorably to them as compared to when nonprofits were perceived as less competent.
[ to cite ]:
Katina Kulow, Caglar Irmak, and Stefanie Robinson (2013) ,"Is Doing Better Always Good? the Impact of Perceived Nonprofit Competence on Altruistic Donation Motivations", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.