IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v11y2019i22p6228-d284359.html
   My bibliography  Save this article

Time or Money? The Influence of Warm and Competent Appeals on Donation Intentions

Author

Listed:
  • Yong Zhang

    (School of Management, Jinan University, Guangzhou 510632, China)

  • Chuling Lin

    (School of Management, Jinan University, Guangzhou 510632, China)

  • Jialing Yang

    (School of Management, Jinan University, Guangzhou 510632, China)

Abstract

Charitable donations are important for healthy functioning and the sustainable development of our society. Individuals are making great contributions by donating their money or volunteering their time. Previous studies have discussed advertising strategies to promote either money or time donation. However, few have focused on money and time donation in one study or compared the effectiveness of advertising strategies to promote different types of donations. To promote an individual’s participation, this paper explores the role of advertising appeals in donation intentions. From the perspective of social cognition, this paper examines the influence of warm and competent advertising appeals on an individual’s donation intentions of time and money based on trait activation theory, revealing the underlying mechanisms. The results show that under the warm advertising appeal conditions, individuals are more willing to donate time due to the mediating role played by social connectedness. In contrast, under the competent advertising appeal conditions, individuals are more willing to donate money due to the mediating role played by competitive orientation. The implications and limitations are also discussed in this paper.

Suggested Citation

  • Yong Zhang & Chuling Lin & Jialing Yang, 2019. "Time or Money? The Influence of Warm and Competent Appeals on Donation Intentions," Sustainability, MDPI, vol. 11(22), pages 1-17, November.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:22:p:6228-:d:284359
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/11/22/6228/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/11/22/6228/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Chen, Xiao-Ping & Xie, Xiaofei & Chang, Shiqing, 2011. "Cooperative and Competitive Orientation among Chinese People: Scale Development and Validation," Management and Organization Review, Cambridge University Press, vol. 7(2), pages 353-379, July.
    2. Leclerc, France & Schmitt, Bernd H & Dube, Laurette, 1995. "Waiting Time and Decision Making: Is Time like Money?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(1), pages 110-119, June.
    3. Erlandsson, Arvid & Björklund, Fredrik & Bäckström, Martin, 2015. "Emotional reactions, perceived impact and perceived responsibility mediate the identifiable victim effect, proportion dominance effect and in-group effect respectively," Organizational Behavior and Human Decision Processes, Elsevier, vol. 127(C), pages 1-14.
    4. Kikyoung Park & Gangseog Ryu, 2018. "The Effect of Regulatory Focus on Individuals’ Donation Behavior," Sustainability, MDPI, vol. 10(3), pages 1-12, March.
    5. Rod Duclos & Alixandra Barasch, 2014. "Prosocial Behavior in Intergroup Relations: How Donor Self-Construal and Recipient Group-Membership Shape Generosity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(1), pages 93-108.
    6. Aaker, David A & Stayman, Douglas M & Hagerty, Michael R, 1986. "Warmth in Advertising: Measurement, Impact, and Sequence Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(4), pages 365-381, March.
    7. Karen Page Winterich & Yinlong Zhang, 2014. "Accepting Inequality Deters Responsibility: How Power Distance Decreases Charitable Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(2), pages 274-293.
    8. Mogilner, Cassie & Aaker, Jennifer L., 2009. "The Time vs. Money Effect: Shifting Product Attitudes and Decisions through Personal Connection," Research Papers 2014, Stanford University, Graduate School of Business.
    9. Katina Kulow & Thomas Kramer, 2016. "In Pursuit of Good Karma: When Charitable Appeals to Do Right Go Wrong," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(2), pages 334-353.
    10. Xinshu Zhao & John G. Lynch & Qimei Chen, 2010. "Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 197-206, August.
    11. K. Sudhir & Subroto Roy & Mathew Cherian, 2016. "Do Sympathy Biases Induce Charitable Giving? The Effects of Advertising Content," Marketing Science, INFORMS, vol. 35(6), pages 849-869, November.
    12. Rudd, Melanie & Catapano, Rhia & Aaker, Jennifer, 2019. "Making Time Matter: A Review of Research on Time and Meaning," Research Papers 3745, Stanford University, Graduate School of Business.
    13. Cassie Mogilner & Jennifer Aaker, 2009. ""The Time vs. Money Effect": Shifting Product Attitudes and Decisions through Personal Connection," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(2), pages 277-291.
    14. Eun Young Park & Jin Hwa Rhee, 2019. "Who Clicks on Online Donation? Understanding the Characteristics of SNS Users during Participation in Online Campaigns," Sustainability, MDPI, vol. 11(13), pages 1-15, July.
    15. K. Sudhir & Subroto Roy & Mathew Cherian, 2014. "Do Sympathy Biases Induce Charitable Giving" The Effects of Advertising Content," Cowles Foundation Discussion Papers 1940, Cowles Foundation for Research in Economics, Yale University, revised Jan 2016.
    16. Xiao-Ping Chen & Xiaofei Xie & Shiqing Chang, 2011. "Cooperative and Competitive Orientation among Chinese People: Scale Development and Validation," Management and Organization Review, The International Association for Chinese Management Research, vol. 7(2), pages 353-379, July.
    17. Holbrook, Morris B & Batra, Rajeev, 1987. "Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 404-420, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Leonilde Conceição Silva & Emerson Wagner Mainardes & Arilda Magna Campagnaro Teixeira & Lindemberg Costa Júnior, 2020. "Brand orientation of nonprofit organizations and its relationship with the attitude toward charity and donation intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(3), pages 353-373, September.
    2. Yaping Fang & Feng Liu & Sunmin Kim & Minchan Pyo, 2023. "Consumer Participation in CSR: Spending Money versus Spending Time," Sustainability, MDPI, vol. 15(7), pages 1-17, March.
    3. Jesús García-Madariaga & Pamela Simón Sandoval & Ingrit Moya Burgos, 2024. "How brand familiarity influences advertising effectiveness of non-profit organizations," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 21(2), pages 279-293, June.
    4. Alhouti, Sarah & Wright, Scott A. & Baker, Thomas L., 2021. "Customers need to relate: The conditional warm glow effect of CSR on negative customer experiences," Journal of Business Research, Elsevier, vol. 124(C), pages 240-253.
    5. He Tingting, 2021. "Comparing Money and Time Donation: What Do Experiments Tell Us?," Marketing of Scientific and Research Organizations, Sciendo, vol. 41(3), pages 65-94, September.
    6. Yuanyuan Zhou & Zhuoying Fei & Yuanqiong He & Zhilin Yang, 2022. "How Human–Chatbot Interaction Impairs Charitable Giving: The Role of Moral Judgment," Journal of Business Ethics, Springer, vol. 178(3), pages 849-865, July.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Zhao, Xiaohong & Cai, Fengyan & Yang, Zhiyong, 2023. "Are people less generous after a family member gives to charity? The interaction of self-construal and relationship type," International Journal of Research in Marketing, Elsevier, vol. 40(2), pages 398-416.
    2. Wang, Jessie J. & Lalwani, Ashok K. & DelVecchio, Devon, 2022. "The Impact of Power Distance Belief on Consumers' Brand Preferences," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 804-823.
    3. Luqiong Tong & Yuhuang Zheng & Ping Zhao, 2013. "Is money really the root of all evil? The impact of priming money on consumer choice," Marketing Letters, Springer, vol. 24(2), pages 119-129, June.
    4. Bullard, Olya & Penner, Sara, 2017. "A regulatory-focused perspective on philanthropy: Promotion focus motivates giving to prevention-framed causes," Journal of Business Research, Elsevier, vol. 79(C), pages 173-180.
    5. Arvid Erlandsson & Fredrik Björklund & Martin Bäckström, 2017. "Choice-justifications after allocating resources in helping dilemmas," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 12(1), pages 60-80, January.
    6. Butts, Marcus M. & Lunt, Devin C. & Freling, Traci L. & Gabriel, Allison S., 2019. "Helping one or helping many? A theoretical integration and meta-analytic review of the compassion fade literature," Organizational Behavior and Human Decision Processes, Elsevier, vol. 151(C), pages 16-33.
    7. Septianto, Felix & Tjiptono, Fandy, 2019. "The interactive effect of emotional appeals and past performance of a charity on the effectiveness of charitable advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 189-198.
    8. repec:cup:judgdm:v:12:y:2017:i:1:p:60-80 is not listed on IDEAS
    9. Aaker, Jennifer L. & Rudd, Melanie & Mogilner, Cassie, 2010. "If Money Doesn't Make You Happy, Consider Time," Research Papers 2067, Stanford University, Graduate School of Business.
    10. Jin, Fei & Zhu, Huawei & Tu, Ping, 2020. "How recipient group membership affects the effect of power states on prosocial behaviors," Journal of Business Research, Elsevier, vol. 108(C), pages 307-315.
    11. Grewal, Dhruv & Kopalle, Praveen & Marmorstein, Howard & Roggeveen, Anne L., 2012. "Does Travel Time to Stores Matter? The Role of Merchandise Availability," Journal of Retailing, Elsevier, vol. 88(3), pages 437-444.
    12. Erin Percival Carter & Lawrence E. Williams & Nicholas Light, 2024. "Consumers’ minimum time investments in meaningful consumption," Marketing Letters, Springer, vol. 35(4), pages 561-573, December.
    13. Anindya Ghose & Beibei Li & Meghanath Macha & Chenshuo Sun & Natasha Ying Zhang Foutz, 2020. "Trading Privacy for the Greater Social Good: How Did America React During COVID-19?," Papers 2006.05859, arXiv.org.
    14. Xin Liu & Byron Y. Lee & Tae-Yeol Kim & Yaping Gong & Xiaoming Zheng, 2023. "Double-Edged Effects of Creative Personality on Moral Disengagement and Unethical Behaviors: Dual Motivational Mechanisms and a Situational Contingency," Journal of Business Ethics, Springer, vol. 185(2), pages 449-466, June.
    15. Park, Gain & Park, YounJung & Lee, Seyoung, 2024. "Compliance-gaining in metaverse: A moderated parallel mediation model testing the interaction between legitimization of paltry favors technique and victim identification," Technological Forecasting and Social Change, Elsevier, vol. 203(C).
    16. Müller, Holger & Lehmann, Sebastian & Sarstedt, Marko, 2013. "The time vs. money effect. A conceptual replication," International Journal of Research in Marketing, Elsevier, vol. 30(2), pages 199-200.
    17. Mathieu Lajante & Olivier Droulers & Christian Derbaix & Ingrid Poncin, 2020. "Looking at Aesthetic Emotions in Advertising Research Through a Psychophysiological Perspective," Post-Print hal-02998419, HAL.
    18. Ernan Haruvy & Peter Popkowski Leszczyc & Greg Allenby & Russell Belk & Catherine Eckel & Robert Fisher & Sherry Xin Li & John A. List & Yu Ma & Yu Wang, 2020. "Fundraising design: key issues, unifying framework, and open puzzles," Marketing Letters, Springer, vol. 31(4), pages 371-380, December.
    19. Ashok K. Lalwani & Lura Forcum, 2016. "Does a Dollar Get You a Dollar’s Worth of Merchandise? The Impact of Power Distance Belief on Price-Quality Judgments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(2), pages 317-333.
    20. Xinxin Chen & Hongyan Yu, 2020. "The Impacts of the Personality Attribute of Time and Money on Customer Engagement Behavior: A Self-concept Perspective," International Business Research, Canadian Center of Science and Education, vol. 13(7), pages 1-14, July.
    21. Bacile, Todd J. & Ye, Christine & Swilley, Esther, 2014. "From Firm-Controlled to Consumer-Contributed: Consumer Co-Production of Personal Media Marketing Communication," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 117-133.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:11:y:2019:i:22:p:6228-:d:284359. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.