The Role of Beneficiaries' Group Identity in Charitable Giving
We investigate what determines the differential effectiveness of self- versus other-benefit appeals in charity advertisements. We find that when beneficiaries are out-group (in-group) members, self-benefit (other-benefit) appeals generate greater donation intention than other-benefit (self-benefit) appeals. We also demonstrate two distinct mediation processes to account for the proposed matching effects.
Citation:
Kiwan Park and Seojin Stacey Lee (2013) ,"The Role of Beneficiaries' Group Identity in Charitable Giving", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.
Authors
Kiwan Park, Seoul National University, Republic of Korea
Seojin Stacey Lee, Seoul National University, Republic of Korea
Volume
NA - Advances in Consumer Research Volume 41 | 2013
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