Title

When Public Recognition for Charitable Giving Backfires: The Role of Independent Self-Construal

Authors

Bonnie Simpson, Western UniversityFollow
Katherine White, Western University
Juliano Laran, Western University

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.

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