Agentic and Communal Motivations For Philanthropy

Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada
This research explores what role agentic and communal orientations play in philanthropic behavior. We found an interaction of the appeal and agentic/communal orientation with simple effects demonstrating that people high on the communal end of the scale gave more when the appeal mentioned accountability.
[ to cite ]:
Sara Penner and Kelley Main (2015) ,"Agentic and Communal Motivations For Philanthropy", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 801-801.