I Aspire to Give to Your Needs, I Am Responsible to Give to Your Aspirations: Persuasion of Philanthropy Functions Through Regulatory Non-Fit.

Sara Penner, University of Manitoba, Canada
Olya Bullard, University of Winnipeg, Canada
This research examines philanthropic giving from a goal-directed perspective. Applying the framework of Regulatory Focus Theory (Higgins 1997) a persuasion through regulatory non-fit phenomenon is identified. Individuals’ promotion focus motivates giving to prevention-focused causes, whereas individuals’ prevention focus motivates giving to promotion-focused causes. Implications for theory and practice are discussed.
[ to cite ]:
Sara Penner and Olya Bullard (2016) ,"I Aspire to Give to Your Needs, I Am Responsible to Give to Your Aspirations: Persuasion of Philanthropy Functions Through Regulatory Non-Fit.", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 754-754.