Beneficiaries or Charity: The Influence of the Source of Acknowledgments

Frontiers in Psychology

article

Feng Wenting¹  Xu Yuanping²  Wang Tao³ 

[1] Department of Gemstone, Gemmological Institute, China University of Geosciences;Research Center for Psychological and Health Sciences, Marxism School, China University of Geosciences;Department of Marketing, Economics and Management School, Wuhan University

关键词: acknowledgment letter;    thankers;    subsequent donation desire;    entitativity;    charitable organizations;   

DOI  :  10.3389/fpsyg.2021.602410

学科分类：社会科学、人文和艺术（综合）

来源: Frontiers

【 摘 要 】

This study employs entitativity theory to explore how acknowledgment letters from various thankers (e.g., a group of beneficiaries, a charity) influence donors’ subsequent donation desires. This empirical research consists of three experiments. Study 1 reveals that an acknowledgment letter from a group of beneficiaries elicits more favorable subsequent donation desires than an acknowledgment letter from a charity. To shed light on the psychological mechanism underlying this effect, Study 2 shows that a categorical appellation can enhance the effects of an acknowledgment letter sent by a charity. Study 3 reveals that the influence of the thanker is stronger under no external pressure conditions (than under external pressure). The current study offers insightful suggestions for the management and administration of charities.

【 授权许可】

CC BY