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The distinct effects of gratitude and pride on donation choice and amount

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  • Paramita, Widya
  • Septianto, Felix
  • Tjiptono, Fandy

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.

Suggested Citation

  • Paramita, Widya & Septianto, Felix & Tjiptono, Fandy, 2020. "The distinct effects of gratitude and pride on donation choice and amount," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    • Handle: RePEc:eee:joreco:v:53:y:2020:i:c:s0969698919310227
    DOI: 10.1016/j.jretconser.2019.101972
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    1. Gong, Heming & Bian, Xuemei & Zheng, Chundong, 2024. "Leveraging celebrities with inconsistent attractiveness and credibility for charitable endorsement: A cue diagnosticity perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    2. Septianto, Felix & Ye, Sheng & Northey, Gavin, 2021. "The effectiveness of advertising images in promoting experiential offerings: An emotional response approach," Journal of Business Research, Elsevier, vol. 122(C), pages 344-352.
    3. Zhang, Xing & Wang, Xinyue & Wang, Durong & Xiao, Quan & Deng, Zhaohua, 2024. "How the linguistic style of medical crowdfunding charitable appeal influences individuals' donations," Technological Forecasting and Social Change, Elsevier, vol. 203(C).
    4. Chang Mo Jung & Won‐Moo Hur, 2022. "How do customers' perceptions of corporate social responsibility contribute to sustainable customer citizenship behaviors? The mediating mechanisms of corporate brand pride and self‐brand connection," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(5), pages 1676-1688, September.
    5. Japutra, Arnold & Septianto, Felix & Can, Ali Selcuk, 2022. "Feeling grateful versus happy? The effects of emotional appeals in advertisements on self-made products," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    6. Khalil, Mary & Khan, Saira & Septianto, Felix, 2020. "Effects of power and implicit theories on donation," Australasian marketing journal, Elsevier, vol. 28(3), pages 98-107.
    7. Shalini Bahl & George R. Milne & Kunal Swani, 2023. "An expanded mindful mindset: The role of different skills in stress reduction and life satisfaction," Journal of Consumer Affairs, Wiley Blackwell, vol. 57(2), pages 821-847, April.
    8. Lang, Bodo & Botha, Elsamari & Robertson, Jeandri & Kemper, Joya A. & Dolan, Rebecca & Kietzmann, Jan, 2020. "How to grow the sharing economy? Create Prosumers!," Australasian marketing journal, Elsevier, vol. 28(3), pages 58-66.
    9. Jiang, Kan & Zheng, Junyuan & Luo, Shaohua, 2024. "Green power of virtual influencer: The role of virtual influencer image, emotional appeal, and product involvement," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    10. Li Yan & Hean Tat Keh & Kyle B. Murray, 2024. "Feeling the values: How pride and awe differentially enhance consumers’ sustainable behavioral intentions," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 75-96, January.
    11. Osburg, Victoria-Sophie & Yoganathan, Vignesh & McLeay, Fraser & Diallo, Mbaye Fall, 2022. "(In)compatibilities in sustainable luxury signals," Ecological Economics, Elsevier, vol. 196(C).
    12. Gao, Yongqiang & Cai, Yaohan, 2024. "In help-seekers' shoes: First-person pronouns entitled charitable fundraising campaigns and individual donating behavior in China," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    13. Felix Septianto & Joya A. Kemper & Fandy Tjiptono & Widya Paramita, 2021. "The Role of Authentic (vs. Hubristic) Pride in Leveraging the Effectiveness of Cost Transparency," Journal of Business Ethics, Springer, vol. 174(2), pages 423-439, November.
    14. Baek, Tae Hyun & Yoon, Sukki, 2022. "Pride and gratitude: Egoistic versus altruistic appeals in social media advertising," Journal of Business Research, Elsevier, vol. 142(C), pages 499-511.

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