Management and Organizational Studies Publications
Document Type
Article
Publication Date
4-2018
Volume
44
Issue
6
Journal
Journal of Consumer Research
First Page
1257
URL with Digital Object Identifier
https://doi.org/10.1093/jcr/ucx101
Last Page
1273
Abstract
This research examines the effectiveness of public recognition in encouraging charitable giving, demonstrating that public recognition can sometimes decrease donations. While previous work has largely shown that making donations visible to others can motivate donors, the present research shows that the effectiveness of public recognition depends on whether potential donors are under an independent (i.e., separate from others) or interdependent (i.e., connected with others) self-construal. Across seven experimental studies, an independent self-construal decreases donation intentions and amounts when the donor will receive public recognition compared to when the donation will remain private. This effect is driven by the activation of an agentic motive, wherein independents are motivated to make decisions that are guided by their own goals and self-interests, rather than being influenced by the opinions and expectations of others. This research contributes to the understanding of the nuanced roles of both public recognition and self-construal in predicting donation behavior.
Included in
Business Administration, Management, and Operations Commons, Work, Economy and Organizations Commons
Notes
This is a pre-copyedited, author-produced version of an article accepted for publication in Journal of Consumer Research following peer review. The version of record
Simpson, Bonnie, Katherine White, and Juliano Laran (2018), “When Public Recognition for Charitable Giving Backfires: The Role of Independent Self-Construal,” Journal of Consumer Research, 44 (6), 1257-73.
is available online at: https://doi.org/10.1093/jcr/ucx101