Self Construal Moderates the Effect of Fear of Failure on Donation Likelihood

This research shows that self construal moderates the effect of fear of failure on donation likelihood. An independent self construal decreases and an interdependent self construal increases donation likelihood. The effects are expected to be mediated by the perceived social support from others.


Lale Okyay-Ata, Baler Bilgin, and Zeynep Gürhan-Canli (2012) ,"Self Construal Moderates the Effect of Fear of Failure on Donation Likelihood", 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: 1110-1110.


Lale Okyay-Ata, Koç University, Turkey
Baler Bilgin, Koç University, Turkey
Zeynep Gürhan-Canli, Koç University, Turkey


NA - Advances in Consumer Research Volume 40 | 2012

Share Proceeding

Featured papers

See More


Crossing Race and Markets: Introducing the Race in the Marketplace Research Network

Kevin D Thomas, University of Texas at Austin, USA
Sonya Grier, American University, USA
Guillaume D Johnson, Université Paris-Dauphine

Read More


Felt Ambivalence: Exploring the Storage Structure and Role of Situational Relevance on the Accessibility of Dominant and Conflicting Reactions

Amit Surendra Singh, Ohio State University, USA
H. Rao Unnava, University of California, Davis

Read More


Non-normative influence of self-decided prices on product-related inferences

Sudipta Mukherjee, Virginia Tech, USA
Mario Pandelaere, Virginia Tech, 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.