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.
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.
Shaobo (Kevin) Li, Southern University of Science and Technology, China
Kuangjie Zhang, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore
NA - Advances in Consumer Research Volume 47 | 2019
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