Effect of Thinking Style on Donation: Moderating Role of Cause Type

Mehdi Hossain, The University of Texas at Arlington
Zhiyong Yang, The University of Texas at Arlington
The research shows that donation causes differ in specificity, abstractness, and immediacy. Analytic thinkers are more willing to donate to humanitarian causes than to environmental causes, whereas holistic thinkers are equally willing to donate to both. The mechanism underlying such effects is the level of empathy aroused by different causes.
[ to cite ]:
Mehdi Hossain and Zhiyong Yang (2014) ,"Effect of Thinking Style on Donation: Moderating Role of Cause Type", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 512-513.