Unobserved Altruism: How Social- and Self-Signaling Motivations Shape Willingness to Donate
Although public recognition is usually thought to increase donations, we show that an audience sometimes suppresses giving. This occurs because consumers prefer to give when they can interpret their choice as a genuine signal of altruism. However, when reputational benefits of giving are salient, that self-signal is diluted, and donation likelihood decreases.
Jennifer Savary and Kelly Goldsmith (2018) ,"Unobserved Altruism: How Social- and Self-Signaling Motivations Shape Willingness to Donate", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 270-302.
Jennifer Savary, University of Arizona, USA
Kelly Goldsmith, Vanderbilt University, USA
NA - Advances in Consumer Research Volume 46 | 2018
Enhancing the Effectiveness of Narratives Among Vaccine-Skeptical Parents
Sandra Praxmarer-Carus, Universität der Bundeswehr München
Stefan Wolkenstoerfer, Universität der Bundeswehr München
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Erin P Carter, University of Maine
Peter McGraw, University of Colorado, USA
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Liang Shen, Shanghai Jiao Tong University
Fengyan Cai, Shanghai Jiao Tong University
Ying Yu, Huazhong Agricultural University