Taking More Money and Donating More Money: the Influence of Self-Threat on Goal-Pursuit

We suggest that self-threat cultivates a general motivation to pursue salient goals, leading to divergent behaviors when opposing goals are activated. After seeing negative brand information, consumers with high (but not low) self-brand connections donated more money [took more money] when the goal to help [pursue self-interest] was made salient.


Alison Jing Xu, Shirley Y. Y. Cheng, and Tiffany Barnett White (2012) ,"Taking More Money and Donating More Money: the Influence of Self-Threat on Goal-Pursuit", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 48-52.


Alison Jing Xu, University of Toronto, Canada
Shirley Y. Y. Cheng, Hong Kong Baptist University, China
Tiffany Barnett White, University of Illinois at Urbana-Champaign, USA


NA - Advances in Consumer Research Volume 40 | 2012

Share Proceeding

Featured papers

See More


The Impostor Syndrome from Luxury Consumption

Dafna Goor, Harvard Business School, USA
Nailya Ordabayeva, Boston College, USA
Anat Keinan, Harvard Business School, USA
Sandrine Crener, Harvard Business School, USA

Read More


Visual Perceptual Research in Marketing

Kevin L. Sample, University of Georgia, USA
Henrik Hagtvedt, Boston College, USA
S. Adam Brasel, Boston College, USA

Read More


Willingness to Pay: A Contextualized Method of Valuation

Sharlene He, Concordia University, Canada
Eric T. Anderson, Northwestern University, USA
Derek Rucker, Northwestern University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.