Impact of Primary-Secondary Control on Donation Behavior

Donation requests often imply external, uncontrollable factors that cause beneficiary’s needs (e.g., poverty, disease). In such seemingly uncontrollable circumstances, a quest for control may serve as a motive to help. Drawing on primary-secondary control theory, we develop and test a new theory of persuasion that induces people to help social causes.


Yoshiko DeMotta, Lauren G. Block, and Stephen Gould (2011) ,"Impact of Primary-Secondary Control on Donation Behavior", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Yoshiko DeMotta, Baruch College, USA
Lauren G. Block, Baruch College, USA
Stephen Gould, Baruch College, USA


NA - Advances in Consumer Research Volume 38 | 2011

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