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.
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.
Kiwan Park, Seoul National University, Republic of Korea
Seojin Stacey Lee, Seoul National University, Republic of Korea
NA - Advances in Consumer Research Volume 41 | 2013
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Thomas Kramer, University of California Riverside, USA
Wenxia Guo, Acadia University
Zhilin Yang, City University of Hong Kong
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MEHAK BHARTI, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore
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Fuchun Zhan, University of Wisconsin - Madison, USA
Nancy Wong, University of Wisconsin - Madison, USA
Julie Anne Lee, University of Western Australia