Causa Sui (Cause of Itself): How Self-Benefit Appeal Framing Interacts With Situational and Dispositional As Donation Cause-Types

Research provides insight on charitable giving by testing the interaction between donation cause-types (situational vs. dispositional) and self-benefit appeals (‘karma’ - intentional but dependent, ‘feel-good’ - intentional and independent, ‘humanity’ - unintentional). Results show ‘karma’ appeal elicits higher donations for situational causes, with ‘feel-good’ and ‘humanity’ appeals benefiting dispositional causes.



Citation:

Chia-Chi Chang, Joseph Iesue, and Chia Hua Lin (2020) ,"Causa Sui (Cause of Itself): How Self-Benefit Appeal Framing Interacts With Situational and Dispositional As Donation Cause-Types", 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: 1183-1183.

Authors

Chia-Chi Chang, National Chiao Tung University
Joseph Iesue, National Chiao Tung University
Chia Hua Lin, National Chiao Tung University



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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