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.
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.
Alyssa Yoon, Korea University, Korea
Jongwon Park, Korea University, Korea
NA - Advances in Consumer Research Volume 46 | 2018
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