Impact of Primary-Secondary Control on Donation Behavior

Yoshiko DeMotta, Baruch College, USA
Lauren G. Block, Baruch College, USA
Stephen Gould, Baruch College, USA
Donation requests often imply external, uncontrollable factors that cause beneficiary’s needs (e.g., poverty, disease). In such seemingly uncontrollable circumstances, a quest for control may serve as a motive to help. Drawing on primary-secondary control theory, we develop and test a new theory of persuasion that induces people to help social causes.
[ to cite ]:
Yoshiko DeMotta, Lauren G. Block, and Stephen Gould (2011) ,"Impact of Primary-Secondary Control on Donation Behavior", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.