How Incremental Theory Enhances Or Reduces Charitable Giving

We find that incremental theorists (vs. entity theorists) are more willing to donate. The difference is reversed when a charity campaign goal is highly progressed. Through this moderation and the mediation, we demonstrate that the effect of implicit self-theories on donation occurs through difference in perceived social distance.



Citation:

Alyssa Yoon and Jongwon Park (2018) ,"How Incremental Theory Enhances Or Reduces Charitable Giving", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 872-873.

Authors

Alyssa Yoon, Korea University, Korea
Jongwon Park, Korea University, Korea



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Millionaires on Instagram: Millennials’ Display of Experiential Luxury and Personal Branding Strategies on Visual Social Media

Marina Leban, ESCP Europe, France
Benjamin G. Voyer, ESCP Europe, France

Read More

Featured

Individual-level Carryover-Parameters in Reference-Price Models

Ossama Elshiewy, University of Goettingen, Germany
Daniel Guhl, Humboldt-University Berlin

Read More

Featured

Gaze Reflects Loss Aversion

Feng Sheng, University of Pennsylvania, USA
Arjun Ramakrishnan, University of Pennsylvania, USA
Darsol Seok, University of Pennsylvania, USA
Puti Cen, University of Pennsylvania, USA
Michael Platt, University of Pennsylvania, USA

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.