The Influence of Intrinsic and Extrinsic Messages and Benefits on Motivations to Donate

Jennifer Wiggins Johnson, Kent State University, USA
Pamela Grimm, Kent State University, USA
Bret Ellis, Kent State University, USA
The purpose of this research was to determine whether message focus, either intrinsic or extrinsic, had an impact on motivations to donate, and whether this mitigates the effects of a reward. We tested this by manipulating the messages given to students to persuade them to participate in a food drive. We found that intrinsically focused messages decreased participants’ extrinsic motivation and somewhat mitigated the effects of a reward. The results for the extrinsically focused messages were less clear and may have been compromised by changing economic conditions during the study. A follow-up study is planned to overcome this limitation.
[ to cite ]:
Jennifer Wiggins Johnson, Pamela Grimm, and Bret Ellis (2010) ,"The Influence of Intrinsic and Extrinsic Messages and Benefits on Motivations to Donate", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 925-926 .