Examining the impact of mindsets on donation intentions to homelessness charities via parallel serial mediation

Abstract

This research investigates the impact of peoples’ chronic personality mindsets on charitable giving behaviors (donation intentions) and the process by which it occurs. We expand upon the literature by examining the relationship between mindsets and charitable giving for a social cause (homelessness), the controllability of which may be ambiguous to potential donors. In addition, we show how mindsets influence donation intentions via multiple mediation pathways, which consist of a combination of cognitive and affective mediators. Across two studies that surveyed 791 individuals age 24 + living in the U.S.A. via online questionnaires, we find that a more fixed (vs. growth) personality mindset is significantly associated with lower donation intentions to homelessness charities. A parallel serial mediation model reveals this relationship is mediated by perceived controllability and perceived donation efficacy on one pathway, and attribution and both positive (sympathy) and negative (blame) affect on the other pathways. The results have practical implications for nonprofits and raise awareness of the need to understand the mindsets of potential donors as they devise marketing strategies, programs, and messages. The findings also suggest that nonprofits should consider donors’ perceived controllability of the cause, perceived donation efficacy, and emotions felt towards those in need.

Do mindsets shape intentions to help those in need? Unravelling the paradoxical effects of mindsets of poverty on helping intentions

“…On the other hand, a growth mindset is expected to increase blame towards people in need. In line with past work, it is assumed that this increased blame leads to reduced helping behaviour (Kogut, 2011; Labban et al., 2023; Lee et al., 2014; Sainz et al., 2020).…”

“…In line with past work, it is assumed that this increased blame leads to reduced helping behaviour (Kogut, 2011;Labban et al, 2023;Lee et al, 2014;Sainz et al, 2020).…”

“…Except for correlational studies focusing on the influence of mindsets on helping disadvantaged groups or homeless people (Karafantis & Levy, 2004;Labban et al, 2023), there are no empirical tests of interpersonal consequences of mindsets of poverty and, to the best of our knowledge, no studies using experimental data. Thus, we seek…”

“…However, believing in the changeability of the state of affairs (and thus the control to do so) could also have a negative side effect – specifically, attributing blame to others for their situation, which may potentially diminish helping intention. In light of the possible opposing mechanisms, the present work aims to test the effect of mindsets of poverty on blame attributions and outcome expectancy in the context of helping people living in poverty using a recently developed dual‐pathway model (Dohle et al., 2022; for a study in a related context see Labban et al., 2023).…”

“…Using a similar though distinct framework, Heiphetz (2019) found that a trait essentialist view of the recipients’ immoral characters – that is, as genetically predisposed and immutable – negatively influenced subsequent generosity towards them. Thus, it seems plausible that beliefs about the changeability of poverty also positively impact people's intentions to help poor people (see also Karafantis & Levy, 2004; Labban et al., 2023).…”