If I Can Change, So Can They: the Sense of Self-Discontinuity in Increasing Donation Intention

Past research has mostly overlooked the delinquent recipients of charitable outreach who caused their own suffering. These recipients often face obstacles receiving help, as donors cast doubt on their ability to change. This research extends the study of self-continuity and proposes a new strategy to increase donations for these recipients.



Citation:

Xiaozhou (Zoe) Zhou and Dilney Gonçalves (2021) ,"If I Can Change, So Can They: the Sense of Self-Discontinuity in Increasing Donation Intention", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 312-313.

Authors

Xiaozhou (Zoe) Zhou, IE Business School
Dilney Gonçalves, IE Business School - IE University



Volume

NA - Advances in Consumer Research Volume 49 | 2021



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