IDEAS home Printed from https://ideas.repec.org/a/spr/irpnmk/v15y2018i3d10.1007_s12208-018-0206-6.html
   My bibliography  Save this article

Increasing charitable donation intentions with preliminary importance ratings

Author

Listed:
  • Russell N. James

    (Texas Tech University)

Abstract

In the question-behavior effect (QBE), making a prediction about one’s behavior moves the behavior in the direction of the prediction. The current experiments explore the use of preliminary questions to increase the pro-social nature of such behavior predictions in both charitable giving and charitable bequests. Initially requesting importance ratings of charitable causes – as compared with simply referencing the charitable causes – significantly increased subsequent donation and bequest intentions to related charities. Requesting additional importance ratings for specific projects of named charities significantly increased subsequent cause importance ratings and donation and bequest intentions for both named and similar unnamed charities. Preliminary importance rating questions were also more effective than otherwise similar preliminary donation intention questions, potentially because of the non-monetary nature and greater malleability of importance ratings. Rather than merely revealing a fixed, underlying donative intent, these results suggest that the elicitation process can alter underlying donation intentions.

Suggested Citation

  • Russell N. James, 2018. "Increasing charitable donation intentions with preliminary importance ratings," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(3), pages 393-411, September.
  • Handle: RePEc:spr:irpnmk:v:15:y:2018:i:3:d:10.1007_s12208-018-0206-6
    DOI: 10.1007/s12208-018-0206-6
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s12208-018-0206-6
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.

    File URL: https://libkey.io/10.1007/s12208-018-0206-6?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Simmons, Carolyn J & Bickart, Barbara A & Lynch, John G, Jr, 1993. "Capturing and Creating Public Opinion in Survey Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(2), pages 316-329, September.
    2. Wendy Liu & Jennifer Aaker, 2008. "The Happiness of Giving: The Time-Ask Effect," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(3), pages 543-557, May.
    3. Liu, Wendy & Aaker, Jennifer L., 2008. "The Happiness of Giving: The Time-Ask Effect," Research Papers 1998, Stanford University, Graduate School of Business.
    4. Stephan Dickert & Janet Kleber & Daniel Västfjäll & Paul Slovic, 2016. "Mental Imagery, Impact, and Affect: A Mediation Model for Charitable Giving," PLOS ONE, Public Library of Science, vol. 11(2), pages 1-15, February.
    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. Alice Labban & Corinne Novell & Steven Bauer, 2023. "Examining the impact of mindsets on donation intentions to homelessness charities via parallel serial mediation," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(1), pages 225-244, March.
    2. Adalberto Rangone & Luca Busolli, 2021. "Managing charity 4.0 with Blockchain: a case study at the time of Covid-19," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(4), pages 491-521, December.
    3. Beatriz Casais & Sara Santos, 2018. "Corporate Propensity for Long-Term Donations to Non-Profit Organisations: An Exploratory Study in Portugal," Social Sciences, MDPI, vol. 8(1), pages 1-10, December.
    4. Lijun Yin & Ruzhen Mao & Zijun Ke, 2021. "Charity Misconduct on Public Health Issues Impairs Willingness to Offer Help," IJERPH, MDPI, vol. 18(24), pages 1-14, December.

    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. Omar Merlo & Andreas B. Eisingerich & Wayne D. Hoyer, 2024. "Immunizing customers against negative brand-related information," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 140-163, January.
    2. Abhishek Bhati & Ruth K. Hansen, 2020. "A literature review of experimental studies in fundraising," Journal of Behavioral Public Administration, Center for Experimental and Behavioral Public Administration, vol. 3(1).
    3. Ayelet Gneezy & Alex Imas & Amber Brown & Leif D. Nelson & Michael I. Norton, 2012. "Paying to Be Nice: Consistency and Costly Prosocial Behavior," Management Science, INFORMS, vol. 58(1), pages 179-187, January.
    4. 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.
    5. Chuan, Amanda & Samek, Anya Savikhin, 2014. "“Feel the Warmth” glow: A field experiment on manipulating the act of giving," Journal of Economic Behavior & Organization, Elsevier, vol. 108(C), pages 198-211.
    6. Aaker, Jennifer L. & Garbinsky, Emily N. & Vohs, Kathleen D., 2011. "Cultivating Admiration in Brands: Warmth, Competence, and Landing in the "Golden Quadrant"," Research Papers 2087, Stanford University, Graduate School of Business.
    7. Newman, George E. & Jeremy Shen, Y., 2012. "The counterintuitive effects of thank-you gifts on charitable giving," Journal of Economic Psychology, Elsevier, vol. 33(5), pages 973-983.
    8. Iddisah Sulemana, 2016. "Are Happier People More Willing to Make Income Sacrifices to Protect the Environment?," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 127(1), pages 447-467, May.
    9. Malone, Sheila & Tynan, Caroline & McKechnie, Sally, 2023. "Unconventional luxury: The reappropriation of time and substance," Journal of Business Research, Elsevier, vol. 163(C).
    10. Erkut, Hande, 2022. "Social norms and preferences for generosity are domain dependent," Games and Economic Behavior, Elsevier, vol. 131(C), pages 121-140.
    11. Johnson, Samuel G.B. & Park, Seo Young, 2021. "Moral signaling through donations of money and time," Organizational Behavior and Human Decision Processes, Elsevier, vol. 165(C), pages 183-196.
    12. Diogo Hildebrand & Yoshiko DeMotta & Sankar Sen & Ana Valenzuela & Laura PeracchioEditor & Gita JoharEditor & Jaideep SenguptaAssociate Editor, 2017. "Consumer Responses to Corporate Social Responsibility (CSR) Contribution Type," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 738-758.
    13. Sutan, Angela & Grolleau, Gilles & Mateu, Guillermo & Vranceanu, Radu, 2018. "“Facta non verba”: An experiment on pledging and giving," Journal of Economic Psychology, Elsevier, vol. 65(C), pages 1-15.
    14. Christopher Y. Olivola & Stephanie W. Wang, 2016. "Patience auctions: the impact of time vs. money bidding on elicited discount rates," Experimental Economics, Springer;Economic Science Association, vol. 19(4), pages 864-885, December.
    15. Bryan Bollinger & Song Yao, 2018. "Risk transfer versus cost reduction on two-sided microfinance platforms," Quantitative Marketing and Economics (QME), Springer, vol. 16(3), pages 251-287, September.
    16. Wang, Xia & Tong, Luqiong, 2015. "Hide the light or let it shine? Examining the factors influencing the effect of publicizing donations on donors’ happiness," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 418-424.
    17. Pinar Yildirim & Andrei Simonov & Maria Petrova & Ricardo Perez-Truglia, 2024. "Are Political and Charitable Giving Substitutes? Evidence from the United States," Management Science, INFORMS, vol. 70(11), pages 8030-8043, November.
    18. Chatterjee, Subimal & Rai, Dipankar & Heath, Timothy B., 2016. "Tradeoff between time and money: The asymmetric consideration of opportunity costs," Journal of Business Research, Elsevier, vol. 69(7), pages 2560-2566.
    19. van Diepen, Merel & Donkers, Bas & Franses, Philip Hans, 2009. "Does irritation induced by charitable direct mailings reduce donations?," International Journal of Research in Marketing, Elsevier, vol. 26(3), pages 180-188.
    20. Saccardo, Silvia & Li, Charis X. & Samek, Anya & Gneezy, Ayelet, 2021. "Nudging generosity in consumer elective pricing," Organizational Behavior and Human Decision Processes, Elsevier, vol. 163(C), pages 91-104.

    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:spr:irpnmk:v:15:y:2018:i:3:d:10.1007_s12208-018-0206-6. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.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.