What kind of donor are you? Uncovering complexity in donor identity

Bove, Liliana L.; Chmielewski, Danielle A.; Neville, Benjamin A.; Lei, Jing; Nagpal, Anish

doi:10.1002/mar.21410

Cited by 5 publications

(6 citation statements)

References 65 publications

(129 reference statements)

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“…People's empathic feelings are important determinants of their prosocial behavior (Chapman et al, 2020; Dinsmore et al, 2021; Eisenberg & Miller, 1987). According to the empathy‐altruism hypothesis, people with high levels of empathy are more sensitive to the plights and suffering of others, which may enhance people's motivation to help others (Batson & Powell, 2003; Bove et al, 2021; Chapman et al, 2018). The existing research has documented a positive relationship between people's empathic feelings and their prosocial behavior.…”

Section: Hypothesis Developmentmentioning

confidence: 99%

Effects of the severity of collective threats on people's donation intention

Chen

Liu

Luo

et al. 2021

Psychology and Marketing

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Understanding people's behavior when they are under threat is important to both researchers and practitioners. This study investigates the impact of the severity of collective threats on people's donation intention. Through a series of studies, our findings show that the severity of collective threats positively affects people's donation intention. Specifically, when a collective threat becomes more severe, people under threat tend to pay more attention to and feel empathy for others experiencing the same threat, thus increasing their donation intention. Furthermore, the positive effect of collective threat severity on people's donation intention becomes weaker when the degree of threat relief is high (vs. low). It is also found that when donation recipients are experiencing a different threat from that of donors, the positive effect of collective threat severity disappears. This study enriches our understanding of people's behavior under threat and extends the literature on social identity theory. Additionally, our results provide important managerial implications for charity organizations regarding how to increase people's donation intention by selecting appropriate locations and timings for donation activities.

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Section: Hypothesis Developmentmentioning

confidence: 99%

Effects of the severity of collective threats on people's donation intention

Chen

Liu

Luo

et al. 2021

Psychology and Marketing

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“…However, these effects on the likelihood to make charitable donations are reversed if the charitable organization publicly acknowledges the donation (Han et al, 2017). This reverse effect is due to the fact that the public acknowledgment increases self-benefits (Han et al, 2017;Bove et al, 2021). Specifically, the public acknowledgment is inconsistent with the values of people who are other-focused (i.e.…”

Section: Ejm 584mentioning

confidence: 99%

Retweet to donate? Cause-related marketing in the era of social medialization

Kim,

Bowen,

Wen

2024

EJM

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Purpose The objectives of this study are threefold: to delineate the phenomenon of “You Share, We Donate” (YSWD) campaigns and what distinguishes them from sales-based cause-related marketing; to contrast the effectiveness of YSWD and sales-based cause-related marketing campaigns and provide an explanation for the differences in the effectiveness; to explore boundary conditions of the proposed differences. Design/methodology/approach Three experiments were conducted to empirically test the differential effect of campaign formats (i.e. YSWD vs sales-based cause-related marketing), the underlying mechanism and structural as well as contextual features moderating the differential effect. Findings The findings suggest that YSWD messages elicit consumers’ message-sharing intentions more than traditional cause-related marketing messages. The effect is explained by consumers’ sense of empowerment and can be enhanced through donation cap non-specification. The findings further indicate that YSWD campaigns are especially fruitful in low power distance cultures. Research limitations/implications This study contributes toward corporate donation campaign literature by focusing on the usage of social media. Practical implications From a managerial perspective, this research provides marketers with guidelines on how to choose between the two cause-related marketing campaign formats and how to enhance the effectiveness of YSWD campaigns. Originality/value This paper extends cause-related marketing literature by not only introducing the phenomenon of YSWD campaigns to the literature but also exploring strategies to enhance the effectiveness of such campaigns and shedding light on an outcome beyond the sales impact of cause-related marketing campaigns, i.e. an increase of visibility in social media. From a managerial perspective, this research provides marketers with guidelines on how to choose between the two cause-related marketing campaign formats and how to enhance the effectiveness of YSWD campaigns.

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“…29 Some blood donors prefer to be discrete and not discuss their donations openly, while others want to donate conspicuously and have visible tokens to signal their donor status as well as promote the cause. 30,31…”

Section: Public Versus Privatementioning

confidence: 99%

“…While donors may respond differently to each RRI, this may be particularly evident when comparing strategies provided publicly or privately, as a public reward for prosocial actions can undermine intrinsic motivation 29 . Some blood donors prefer to be discrete and not discuss their donations openly, while others want to donate conspicuously and have visible tokens to signal their donor status as well as promote the cause 30,31 …”

Section: Introductionmentioning

confidence: 99%

A typology of strategies that recognize, reward, and incentivize blood donation

et al. 2022

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Background Blood collection agencies (BCAs) worldwide are continuously looking to improve recognition, reward, and incentive (RRI) policies to optimize the recruitment and retention of blood donors. However, given the inconsistent categorization and variety of strategies available, there is a need for a theoretically informed and empirically supported framework to guide RRI research and policy development. Study Design and Methods Survey data from 1028 voluntary nonremunerated whole blood and plasma donors in Australia was used to validate a theorized RRI typology based on distinctions between the level of congruency with the act of donating blood (congruent vs. incongruent), visibility of acknowledgment (public vs. private), benefits provided (self vs. other), and likely reinforcement schedule (fixed vs. variable). Results A six‐factor solution met all statistical criteria and was most consistent with a priori theoretical underpinnings. The factors were labeled (i) deal promotion, (ii) loyalty program, (iii) BCA token, (iv) health check, (v) charity donation, and (vi) travel compensation. Discussion This typology provides researchers with a standardized theoretical and conceptual framework to organize and synthesize findings from the existing literature and help BCAs develop RRI policies that are likely to be successful. We present a future research agenda across and within the RRI strategies.

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What kind of donor are you? Uncovering complexity in donor identity

Cited by 5 publications

References 65 publications

Effects of the severity of collective threats on people's donation intention

Effects of the severity of collective threats on people's donation intention

Retweet to donate? Cause-related marketing in the era of social medialization

A typology of strategies that recognize, reward, and incentivize blood donation

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