Regulatory Focus and Donation to Proactive and Reactive Causes

Zhiyong Yang, University of Texas at Arlington, USA
Sijie Sun, University of Texas at Arlington, USA
Ritesh Saini, University of Texas at Arlington, USA
Narayan Janakiraman, University of Texas at Arlington, USA
Three studies examine the effect of regulatory-focus on individuals’ donation to proactive/reactive causes. Promotion-focused individuals donate more to proactive (vs. reactive) causes, whereas prevention-focused people donate equally to both. The key mechanism is perceived self-benefit of the cause. When other-benefit is activated, promotion-focused individuals behave similarly to prevention-focused people.
[ to cite ]:
Zhiyong Yang, Sijie Sun, Ritesh Saini, and Narayan Janakiraman (2017) ,"Regulatory Focus and Donation to Proactive and Reactive Causes", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 977-979.