The Effects of Values-Affirmation on Charity Support Behavior: the Mediating Role of Positive Other-Directed Feelings

Yun Lee, University of Iowa, USA
Jing Wang, University of Iowa, USA
We propose that affirming important personal values increases charity support behavior and the effect of values-affirmation on charity support behavior is mediated by positive other-directed feelings. We demonstrated that values-affirmation increased donation intention (Study 1). Study 2 replicated the results of Study 1 and showed that participants in values-affirmation conditions were more likely to support charity on the greater positive other-directed feelings than those in control conditions. Study 3 further provided the robustness of such effects on willingness to help charity and demonstrated that the effect of values-affirmation on charity support behavior was mediated by positive other-directed feelings. The results of this research were consistent with the findings of Crocker et al. (2008) suggesting that values-affirmation leads people to transcend concerns about increasing the integrity of the self, which in turn induces positive other-directed emotions.
[ to cite ]:
Yun Lee and Jing Wang (2010) ,"The Effects of Values-Affirmation on Charity Support Behavior: the Mediating Role of Positive Other-Directed Feelings", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 848-850 .