The Role of Group-Categorizations Within Charitable Campaigns: the Moderating Effects of Expected Participation and Group Need on Consumers’ Willingness to Participate

Sergio Carvalho, University of Manitoba, Canada
Namita Bhatnagar, University of Manitoba, Canada
Charitable organizations routinely face the challenge of generating broad-based support for campaigns that target specific groups. We examine the effects of beneficiaries’ group-membership, expected participation, and group need on willingness to participate in targeted campaigns here. Results of two experiments suggest greater support for in-group charities. Re-categorizations that place out-groups within over-arching super-ordinate in-groups, however, facilitate the support received. Compliance with normative pressure from signals of strong group participation occurs when perceived group need is high—participation in campaigns targeted at large super-ordinate groups is greater when personal contributions are seen to make a perceptible difference toward attaining group objectives.
[ to cite ]:
Sergio Carvalho and Namita Bhatnagar (2008) ,"The Role of Group-Categorizations Within Charitable Campaigns: the Moderating Effects of Expected Participation and Group Need on Consumers’ Willingness to Participate", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 246-248.