Are people less generous after a family member gives to charity? The interaction of self-construal and relationship type |
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| Institution: | 1. Antai College of Economics and Management, Shanghai Jiao Tong University, China;2. Antai College of Economics and Management, Shanghai Jiao Tong University, 1954 Huashan Road, Shanghai 200030, China;3. Department of Marketing, Miami University, United States;1. Department of Marketing, College of. Business, City University of Hong Kong, Hong Kong;2. Department of Marketing, Carlson School of Business, University of Minnesota, United States;3. Department of Marketing, Marshall School of Business, University of Southern California, United States;1. Zale Corporation Centennial Fellow, McCombs School of Business, University of Texas at Austin, 1, University Station, Austin, TX 78712, United States;2. Marion B. Ingersoll Professor of Marketing, Foster School of Business, University of Washington, Box 353226, Seattle, WA 98195, United States;3. McCombs School of Business, University of Texas at Austin, 1, University Station, Austin, TX 78712, United States;1. Graduate School of Management, University of California at Davis, Davis, CA 95616, United States;2. Technion – Israel Institute of Technology, Faculty of Industrial Engineering and Management, Technion City, Haifa 32000, Israel;3. HEC Paris, Marketing Department, 1 rue de la Libération, 78351 Jouy-en-Josas Cedex, France;4. Università degli Studi di Palermo, Viale delle Scienze, 90128 Palermo, Italy;1. ESCP Business School, France;2. University of Liverpool Management School, United Kingdom;3. Arison School of Business, Reichman University (IDC, Herzliya), Israel;4. Stern School of Business, New York University, United States;1. Assistant Professor, Spear School of Business, Oklahoma State University, 342 Business Building, Stillwater, OK 74078, United States;2. Economics and Management School, Wuhan University, Wuhan, 430072, China;3. Assistant Professor, School of Northeast Asian Studies, Jilin University, 2699, Qianjin Street, Changchun, Jilin, China;4. Professor of Marketing, Carey Business School, Johns Hopkins University, 100, International Drive, Baltimore, MD 21202, United States;1. Bucknell University, 1 Dent Drive, Lewisburg, PA 17837, USA;2. Aalto University School of Business, P.O. Box 21230, 00076 Aalto, Finland;3. Queen’s University, 143 Union St., Kingston, Ontario K7L 7N6, Canada |
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| Abstract: | Extant research shows that people become more generous after learning about the charitable giving of in-group members (e.g., family or friends). The present research demonstrates an exception: While a friend’s donation increases both the interdependents’ and the independents’ charitable giving, a family member’s donation decreases the interdependents’ but increases the independents’ charitable giving. Six studies, including a field experiment and an online survey that captures historical behavior, provide converging evidence in support of an interaction effect of consumers’ self-construal and their relationship type with previous donors on their generosity, showing that the interdependents become less generous after a family member (vs friend) donates. Furthermore, we demonstrate that the interaction effect is driven by the perception of shared responsibility and that this interaction effect is weakened when consumers’ personal responsibility is enhanced or when the donation currency is time rather than money. Finally, the theoretical and practical implications of the work are discussed. |
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| Keywords: | Charitable giving Self-construal Relationship type Shared responsibility |
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