Thinking, feeling, and giving: The effects of scope and valuation on consumer donations

Hasford, Jonathan; Farmer, Adam; Waites, Stacie F.

doi:10.1016/j.ijresmar.2015.05.006

Cited by 15 publications

(7 citation statements)

References 9 publications

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“…in-groups vs out-groups) (Cavanaugh et al , 2015; Winterich et al , 2009). The scope (Hasford et al , 2015) and amount (Müller et al , 2014) of donation might further influence these effects. In line with this research direction, prior research suggests that gratitude has high social connectedness (Bartlett and DeSteno, 2006; Cavanaugh, 2009).…”

Section: Discussionmentioning

confidence: 99%

The impact of gratitude (vs pride) on the effectiveness of cause-related marketing

Garg

2021

EJM

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Purpose This study aims to investigate how gratitude, as compared to pride, can leverage the effectiveness of cause-related marketing, particularly a donation-based promotion. Drawing upon the appraisal tendency framework, this study establishes the underlying process driving these emotion effects. It also examines the moderating role of product type (hedonic vs utilitarian). Design/methodology/approach Five studies are conducted to test the predictions. Importantly, this study examines the predicted emotion effects across different sources of affect (dispositional, incidental and integral), different subject populations (students and Amazon Mechanical Turk panel) and different product categories (water bottle, chocolate and printer), leading to robust and generalizable findings. Findings Results show that gratitude (vs pride) increases the likelihood of purchasing a product with a donation-based promotion. This effect is mediated by gratitude’s other-responsibility appraisal and, in turn, increased reciprocity concerns (a serial mediation). Further, this study finds that how the gratitude (vs pride) effect is attenuated when the product is hedonic (but not utilitarian) in nature. Research limitations implications Past study on emotion and cause-related marketing has emphasized the role of negative emotions such as guilt. This study provides empirical evidence on the potential benefit of using positive emotions such as gratitude in cause-related marketing. Practical implications The implications of this study can benefit marketers by highlighting the use of gratitude appeals in their cause-related marketing campaigns. Originality/value The findings of the present research are significant because they highlight the potential role of a discrete positive emotion – gratitude – in leveraging the effectiveness of cause-related marketing and establish the underlying process driving this effect.

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Section: Discussionmentioning

confidence: 99%

The impact of gratitude (vs pride) on the effectiveness of cause-related marketing

Garg

2021

EJM

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“…Prior research on scope of impact has produced mixed findings in terms of its effectiveness in increasing charitable donations. Some studies have found that scope of impact is an important psychological mechanism that promotes donations (Cryder, Loewenstein, and Seltman 2013; Duncan 2004; Erlandsson, Björklund, and Bäckström 2015), whereas others suggest that donors are not always influenced by the overall impact of their donation makes on the underlying problem supported by the charity (Hasford, Farmer, and Waites 2015; Hsee and Rottenstreich 2004; Kahneman and Knetsch 1992; Smith, Faro, and Burson 2013). For example, Desvouges et al (1993) examine impact in terms of donations to help save 2,000, 20,000, and 200,000 birds and find no difference between participant donations despite the number of birds to be helped.…”

Section: Discussionmentioning

confidence: 99%

Teach a Man to Fish: The Use of Autonomous Aid in Eliciting Donations

Waites¹,

Farmer²,

Hasford³

et al. 2023

Journal of Marketing Research

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Nonprofit organizations often position their charitable efforts as fulfilling the immediate needs of those who are disadvantaged (termed immediate aid appeals). This manuscript explores an alternative positioning strategy focused on the use of autonomous aid appeals, which promote the use of donated funds to facilitate the eventual self-sufficiency of those in need. Seven studies show that individuals are more likely to donate to a charity that uses autonomous aid appeals over immediate aid appeals. This effect is generalized to various contexts and examined with actual donation behavior. Additionally, managerially relevant boundary conditions are explored and found to support a serial mediation model first through perceptions of impact followed by feelings of hope for the recipient’s future. The proposed framework is supported through mediation analyses and two process-by-moderation studies. Practical implications for charities and their promotional messaging are provided.

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“…Efforts to assuage these concerns with this population may increase solicitation conversion rates. One such approach may be to manipulate ask amounts (Crow et al, 2019; De Bruyn & Prokopec, 2013; Hasford et al, 2015), perhaps by setting smaller ask amounts for younger than for older donors. Other approaches may be to manipulate how campaign progress is reported and publicized (Anik et al, 2014; Chen, 2020; Goswami & Urminsky, 2020); perhaps younger donors are more likely to donate if the contributions of all donors, large and small, are publicized in some form or another.…”

Section: Literature Overviewmentioning

confidence: 99%

“Age as a determinant of new donor acquisition and year‐on‐year retention in the university healthcare fundraising context”

Hoskins,

Hoskins

2024

Journal of Philanthropy and Marketing

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Scholars and practitioners have long viewed an individual's age to be a key predictor of giving outcomes. Specifically, older individuals are expected to be more philanthropic than younger individuals are. Utilizing a ten‐year dataset from a Research One university in the United States, donation histories to health areas of the campus are matched with patient visit records from the university's affiliated hospitals and clinics system to empirically examine this accepted wisdom. The initial findings confirm basic expectations around donor acquisition as older prospects are acquired at higher rates than younger prospects. However, once the organization acquires and solicits donors, age's associative impact on retention rate becomes flat to negative, which indicates support for the alternative view that many younger donor prospects may have capacity and willingness to give. The role of giving purpose is also compared and contrasted among younger and older donor prospects, showing that managers of nonprofits can strategically solicit each population uniquely with targeted approaches to drive higher total fundraising success. The key results are discussed and both implications for theory and practice are derived in the process.

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Thinking, feeling, and giving: The effects of scope and valuation on consumer donations

Cited by 15 publications

References 9 publications

The impact of gratitude (vs pride) on the effectiveness of cause-related marketing

The impact of gratitude (vs pride) on the effectiveness of cause-related marketing

Teach a Man to Fish: The Use of Autonomous Aid in Eliciting Donations

“Age as a determinant of new donor acquisition and year‐on‐year retention in the university healthcare fundraising context”

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