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

K11. Effects of Emotional vs. Rational Thinking on Consumer Responses to Verbal Precision

Ann Kronrod, University of Massachusetts, USA
Guang-Xin Xie, University of Massachusetts Boston
Shai Danziger, Tel Aviv University, Israel

Read More

Featured

Ritual Scholarship in Marketing: Past, Present and Future

Cele Otnes, University of Illinois at Urbana-Champaign, USA
Linda Tuncay Zayer, Loyola University Chicago, USA
Robert Arias, University of Illinois at Urbana-Champaign, USA
Arun Sreekumar, University of Illinois at Urbana-Champaign, USA

Read More

Featured

Consumer Attachment Styles and Preference for Sharing Products

Kivilcim Dogerlioglu Demir, Sabanci University
Ezgi Akpinar, Koc University, Turkey
mehmet okan, ITU

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.