Boundaries of the Heart: the Interplay of Personal Control and Emotion on Donation Decisions

Keisha Cutright, University of Pennsylvania, USA
Gavan Fitzsimons, Duke University, USA
James R. Bettman, Duke University, USA
How does feeling low control over personal outcomes influence one’s charitable donations? We find that when control is low, people are more likely to rely on salient emotions to dictate their donations, drawing strong boundaries between charities that are relevant to their emotions versus those that are not.
[ to cite ]:
Keisha Cutright, Gavan Fitzsimons, and James R. Bettman (2014) ,"Boundaries of the Heart: the Interplay of Personal Control and Emotion on Donation Decisions", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 65-69.