Role of Transactional Vs. Relational Requests in Influencing Donation Intention

Mehdi Hossain, University of Texas at Arlington, USA
Zhiyong Yang, University of Texas at Arlington, USA
In this research we demonstrate that transactional requests sometimes exert negative influence on peoples' intent to help while relational requests has a unanimous positive impact on motives leading to helping behavior. Moreover, we posit that individuals' cognitive motivation moderates the above impact.
[ to cite ]:
Mehdi Hossain and Zhiyong Yang (2013) ,"Role of Transactional Vs. Relational Requests in Influencing Donation Intention", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.