Are people less generous after a family member gives to charity? The interaction of self-construal and relationship type

Xiaohong Zhao, Fengyan Cai and Zhiyong Yang

International Journal of Research in Marketing, 2023, vol. 40, issue 2, 398-416

Abstract: Extant research shows that people become more generous after learning about the charitable giving of in-group members (e.g., family or friends). The present research demonstrates an exception: While a friend’s donation increases both the interdependents’ and the independents’ charitable giving, a family member’s donation decreases the interdependents’ but increases the independents’ charitable giving. Six studies, including a field experiment and an online survey that captures historical behavior, provide converging evidence in support of an interaction effect of consumers’ self-construal and their relationship type with previous donors on their generosity, showing that the interdependents become less generous after a family member (vs friend) donates. Furthermore, we demonstrate that the interaction effect is driven by the perception of shared responsibility and that this interaction effect is weakened when consumers’ personal responsibility is enhanced or when the donation currency is time rather than money. Finally, the theoretical and practical implications of the work are discussed.

Keywords: Charitable giving; Self-construal; Relationship type; Shared responsibility (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:40:y:2023:i:2:p:398-416

DOI: 10.1016/j.ijresmar.2022.11.003

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