The Influence of Idealistic Versus Pragmatic Mindsets on Charitable Behavior

This paper examines the implication of idealistic versus pragmatic mindsets — the tussle between being placing values/ principles above practical concerns versus being practical-oriented, in the context of charitable behavior. We examined the mechanism of how pragmatic-idealistic mindset influence people’s charitable motivation and the effectiveness of different types of charitable appeals.



Citation:

Shaobo (Kevin) Li, Kuangjie Zhang, and Sharon Ng (2019) ,"The Influence of Idealistic Versus Pragmatic Mindsets on Charitable Behavior", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 733-736.

Authors

Shaobo (Kevin) Li, Southern University of Science and Technology, China
Kuangjie Zhang, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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