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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