The effect of others’ participation on charitable behavior: Moderating role of recipient resource scarcity

Ashesh Mukherjee, Seung Yun Lee and Thomas Burnham

Journal of Business Research, 2020, vol. 120, issue C, 213-228

Abstract: Charitable campaigns sometimes display information about others’ participation to influence the behavior of prospective donors. This research shows that the effect of others’ participation on charitable behavior is moderated by recipient resource scarcity, i.e., the extent to which campaign recipients are perceived to lack financial and material resources. Results indicate that others’ participation has a positive effect on charitable behavior when recipient resource scarcity is high but a negative effect on charitable behavior when recipient resource scarcity is low. Results also provide evidence for an underlying psychological mechanism based on activation of agencycommunion motives in prospective donors. This research contributes to the literature by identifying recipient resource scarcity as a moderator and activation of agencycommunion motives as a mechanism underlying the effect of others’ participation on charitable behavior.

Keywords: Charitable behavior; Prosocial behavior; Social influence; Resource scarcity (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296320305166
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:120:y:2020:i:c:p:213-228

DOI: 10.1016/j.jbusres.2020.08.016

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().