 The distinct effects of gratitude and pride on donation choice and amountWidya Paramita, Felix Septianto and Fandy Tjiptono Journal of Retailing and Consumer Services, 2020, vol. 53, issue C Abstract: Consumer donation behavior includes the decision to donate and the amount donated. However, most previous work in this area implies that findings apply to both dimensions of the donation decision. The current research adopts an evolutionary psychology perspective to examine the role of two positive emotions – pride and gratitude – on the decision to donate and how much is donated. Two experimental studies demonstrate that pride positively influences the decision to donate when the donation is recognized; however, pride does not influence the amount that is donated. In contrast, gratitude positively influences the decision to donate and the amount donated via an affiliation motive, regardless whether the donation is recognized. This research contributes to the literature of prosocial behavior in the form of donating, by clarifying the role of positive emotions on each dimension of donation behavior. Keywords: Pride; Gratitude; Donation choice; Donation amount; Evolutionary psychology (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:53:y:2020:i:c:s0969698919310227 DOI: 10.1016/j.jretconser.2019.101972 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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