Examining the impact of mindsets on donation intentions to homelessness charities via parallel serial mediation

Alice Labban (), Corinne Novell () and Steven Bauer ()
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Alice Labban: Seaver College Pepperdine University
Corinne Novell: Seaver College Pepperdine University
Steven Bauer: Seaver College Pepperdine University

International Review on Public and Nonprofit Marketing, 2023, vol. 20, issue 1, No 9, 225-244

Abstract: Abstract This research investigates the impact of peoples’ chronic personality mindsets on charitable giving behaviors (donation intentions) and the process by which it occurs. We expand upon the literature by examining the relationship between mindsets and charitable giving for a social cause (homelessness), the controllability of which may be ambiguous to potential donors. In addition, we show how mindsets influence donation intentions via multiple mediation pathways, which consist of a combination of cognitive and affective mediators. Across two studies that surveyed 791 individuals age 24 + living in the U.S.A. via online questionnaires, we find that a more fixed (vs. growth) personality mindset is significantly associated with lower donation intentions to homelessness charities. A parallel serial mediation model reveals this relationship is mediated by perceived controllability and perceived donation efficacy on one pathway, and attribution and both positive (sympathy) and negative (blame) affect on the other pathways. The results have practical implications for nonprofits and raise awareness of the need to understand the mindsets of potential donors as they devise marketing strategies, programs, and messages. The findings also suggest that nonprofits should consider donors’ perceived controllability of the cause, perceived donation efficacy, and emotions felt towards those in need.

Keywords: Charitable giving; Donation; Mindsets; Perceived donation efficacy; Controllability; Attribution (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s12208-022-00336-4

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