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.



Citation:

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.

Authors

Jennifer Savary, University of Arizona, USA
Kelly Goldsmith, Vanderbilt University, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

How Passive Form Messages in CSR Advertisement Improve Consumer Reaction to the Campaign

Taehoon Park, University of South Carolina, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA
Elise Chandon Ince, University of South Carolina, USA

Read More

Featured

Analyzing the Perception of experiential luxury consumption of millennials on instagram: A new methodological approach

Marina Leban, ESCP Europe, France
Matthias Plennert, Friedrich-Alexander Universität Erlangen-Nürnberg

Read More

Featured

N7. Emotion Or Information? Effects Of Online Social Support On Customer Engagement

Chuang Wei, Tsinghua University
Maggie Wenjing Liu, Tsinghua University
Qichao Zhu, Tsinghua University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.