In Pursuit of Good Karma: When Charitable Appeals to Do Right Go Wrong

Katina Kulow and Thomas Kramer

Journal of Consumer Research, 2016, vol. 43, issue 2, 334-353

Abstract: This research examines the implications of consumers’ belief in karma—the belief that the universe bestows rewards for doing right and exacts punishments for doing wrong—in the context of prosocial behavior. Although intuitively, believing in karma should result in greater intentions to do right by supporting a charity, karmic beliefs are found to facilitate prosocial behavior only in contexts not associated with self-gains. A series of experiments shows that those with strong (vs. weak) beliefs in karma actually respond less favorably to charitable appeals that rely on common marketing tools meant to enhance consumer responses but that also cue self-gains by offering incentives or by highlighting self-benefits. However, these effects are only obtained for donations of time, which represent a means to enhance social connections, but not for donations of money. Consistent with the proposition that prosocial behaviors motivated by self-gains do not engender karmic rewards, lower intentions to do right among those with strong karmic beliefs are driven by a shift from other-focused to self-focused attention following appeals that cue self-gains, as compared to appeals that do not. Results imply that marketers need to take into account consumers’ karmic beliefs when seeking to incentivize prosocial behavior.

Keywords: karma; irrational beliefs; prosocial behavior; charitable giving (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (12)

Downloads: (external link)
http://hdl.handle.net/10.1093/jcr/ucw018 (application/pdf)
Access to full text is restricted to subscribers.

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:oup:jconrs:v:43:y:2016:i:2:p:334-353.

Access Statistics for this article

Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

More articles in Journal of Consumer Research from Journal of Consumer Research Inc.
Bibliographic data for series maintained by ().