The Role of Group-Categorizations Within Charitable Campaigns: the Moderating Effects of Expected Participation and Group Need on Consumers’ Willingness to Participate
Charitable organizations routinely face the challenge of generating broad-based support for campaigns that target specific groups. We examine the effects of beneficiaries’ group-membership, expected participation, and group need on willingness to participate in targeted campaigns here. Results of two experiments suggest greater support for in-group charities. Re-categorizations that place out-groups within over-arching super-ordinate in-groups, however, facilitate the support received. Compliance with normative pressure from signals of strong group participation occurs when perceived group need is high—participation in campaigns targeted at large super-ordinate groups is greater when personal contributions are seen to make a perceptible difference toward attaining group objectives.
Sergio Carvalho and Namita Bhatnagar (2008) ,"The Role of Group-Categorizations Within Charitable Campaigns: the Moderating Effects of Expected Participation and Group Need on Consumers’ Willingness to Participate", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 246-248.
Sergio Carvalho, University of Manitoba, Canada
Namita Bhatnagar, University of Manitoba, Canada
NA - Advances in Consumer Research Volume 35 | 2008
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