Your Time Or Your Money? How Fear of Failure Affects Charitable Contributions of Time Versus Money

Lale Okyay-Ata, Koc University, Turkey
Zeynep Gürhan-Canli, Koc University, Turkey
The present research investigates the effect of fear of failure as a self-threat on consumers’ charitable giving tendencies. It is shown that whether the salient identity threat component of fear of failure is personal versus social differentially affects the type of charitable contribution made. The underlying mechanism for the effect is discussed.
[ to cite ]:
Lale Okyay-Ata and Zeynep Gürhan-Canli (2014) ,"Your Time Or Your Money? How Fear of Failure Affects Charitable Contributions of Time Versus Money", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 802-802.