How Public Recognition Promotes Donations to Out-Groups

Across three studies, we find that public recognition promotes donations to out-group victims. In contrast, public recognition does not promote donations to in-group victims. The interactive effect of public recognition and victims’ group membership is driven by consumers’ elevated moral self-regard when donating to out-group (vs. in-group) victims.


Eunjoo Han, Saerom Lee, and Karen Page Winterich (2020) ,"How Public Recognition Promotes Donations to Out-Groups", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 385-388.


Eunjoo Han, Penn State Behrend
Saerom Lee, University of Guelph, Canada
Karen Page Winterich, Pennsylvania State University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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