How Can You Say “No”? Deference Granted to Advocates Who Are Victims
How does social influence guide individuals’ willingness to donate money or time to a cause? We find that advocates who are either direct or indirect victims of a cause are more influential than those who are not. Although the perceived importance of the cause does not increase, donors feel that they should support the cause because they do not want to be disrespectful to the advocate who is a victim. This social influence extends only to requests for the related cause and not for unrelated causes (e.g., American Cancer Society but not American Heart Association if the victim had cancer).
Citation:
Rebecca Ratner, Min Zhao, and Dale Miller (2009) ,"How Can You Say “No”? Deference Granted to Advocates Who Are Victims", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 202-205.
Authors
Rebecca Ratner, University of Maryland, USA
Min Zhao, University of Toronto, Canada
Dale Miller, Stanford University, USA
Volume
NA - Advances in Consumer Research Volume 36 | 2009
Share Proceeding
Featured papers
See MoreFeatured
P11. A Price Premium on A Trivial but Weak Preferred Attribute Increase Choice: The Roles of Scarcity, Arousal and Perceived Risk
Yueyan Wu, Hunan University, China
Chunyan Xie, Western Norway University of Applied Sciences
Zhi Yang, Hunan University, China
Luluo Peng, Hunan University, China
Featured
Paying to Be Social? How Materialism Shapes Spending on Friends
William Ding, Washington State University, USA
David Sprott, Washington State University, USA
Andrew Perkins, Washington State University, USA
Featured
Green Experiences: Using Green Products Improves the Accompanying Consumption Experience
Ali Tezer, HEC Montreal, Canada
H. Onur Bodur, Concordia University, Canada