Sustaining Business: A Psychological Perspective of Donation Behavior

Abstract

The modern-day corporate sector implements various forms of socially responsible programs, perhaps with different motives. Nevertheless, harnessing potential support towards such initiatives from stakeholders is vital. In this regard, researchers previously uncovered that the processes of psychological reaction to the request of time and money donations are different, yet the influence of psychological distance on time and money donation behavior has not been explicitly explored. Hence, this research investigates how temporal distance and value accessibility lead to different types and sizes of donation. The findings reveal that when individuals jointly evaluate donation options, temporal distance evokes dissimilar mental processes, subsequently leading them to provide time donations (near future) or money donations (distance future). With respect to the size of the donation, temporal distance has an impact on donating money, but not on time. Notably, the self-construal level interacted with temporal distance more so than that of personality traits to bring about strong donation behavior. This interaction is more pronounced and visible in relation to money donation than to time donation. In addition, implications of this research are also considered and discussed.

Comparing Money and Time Donation: What Do Experiments Tell Us?

“…Here, time-ask means asking the respondents for time donation behavior, or for time donation intention before the money donation request; Liu and Aaker (2008) report it has a positive effect on money donation. Also note that construal level and personality traits may influence the preference for money or time donation (Madurapperuma and Kim, 2020). The study by Madurapperuma and Kim (2020) was also mentioned earlier when we discussed construal level and temporal distance.…”

“…Also note that construal level and personality traits may influence the preference for money or time donation (Madurapperuma and Kim, 2020). The study by Madurapperuma and Kim (2020) was also mentioned earlier when we discussed construal level and temporal distance. Also note that Lin and Reich (2018) also deal with preferences, albeit preferences for random choice, not preferences between money and time donation, so it is not included in Table 11 here.…”

“…Karatas and Gurhan-Canli, 2020), with money especially being a more concrete construct and time a more abstract construct (MacDonnell and White, 2015). Also corresponding to construal levels are temporal distances, which may vary due to the time being near or far (Ein-Gar and Levontin, 2013) and may affect mindsets as being abstract or concrete (Bischoff and Hansen, 2016), as well as preferences between money and time donation (Madurapperuma and Kim, 2020). As a result, money and time donation may be affected by whether the temporal distance and construal level match (Song and Kim, 2019) and may impact the intention to donate in the distant versus in the near future (Bischoff and Hansen, 2016).…”

The effect of multidimensions of trust and donors' motivation on donation attitudes and intention toward charitable organizations

“…Against this backdrop, the topics related to fundraising efforts, charitable activities, or philanthropy are gaining more attention from researchers (Bekkers & Wiepking, 2011; Chen et al, 2019; Mittelman & Rojas‐Mendez, 2018). From an individual's behavioral perspective, earlier studies on donation behavior mentioned a critical role of intrinsic factors because donation behavior was regarded as the result of one's decision, and that decision is influenced by one's psychological traits (Deci, 1971; Madurapperuma & Kim, 2020). From an organizational perspective, the trustworthiness of charities may encourage more donations (Hou et al, 2017; Kirk & Abrahams, 2017).…”