The Effects of Self-Identity Activation and Emotions on Donation Decisions

Three experiments demonstrate that activating self-identity by asking individuals to sign their name for an innocuous purpose influences their donation decisions. This influence can be either positive or negative, depending on the affective reactions that the victims elicit (i.e. empathic distress for the victims vs. anticipatory guilt for not helping).


Canice M. C. Kwan and Robert S. Wyer (2016) ,"The Effects of Self-Identity Activation and Emotions on Donation Decisions", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 526-527.


Canice M. C. Kwan, Lingnan (University) College, Sun Yat-Sen University
Robert S. Wyer, Chinese University of Hong Kong, China


NA - Advances in Consumer Research Volume 44 | 2016

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