When to Give? Charitable Giving As Social Relationship

Hyewook Genevieve Jeong, UCLA Anderson School of Management, USA
Wendy Liu, UCLA Anderson School of Management, USA
This research sheds light on when people engage in charitable giving. In particular, we contribute to existing literature by focusing on giving as a form of interpersonal relationship. In three studies with both hypothetical and real dollar donation decisions, we find that a person’s interpersonal relationship style affects his/her response to different charitable giving situations. Specifically, drawing on the distinction of attachment security, we find that people with secure (low avoidance and low anxiety) vs. insecure (high avoidance and anxiety) relationship styles engage in giving behavior differently. Implications for the theory of giving and social marketing are discussed.
[ to cite ]:
Hyewook Genevieve Jeong and Wendy Liu (2010) ,"When to Give? Charitable Giving As Social Relationship", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 157-160 .