Effects of Power and Implicit Theories on Donation

Australasian Marketing Journal - Tập 28 - Trang 98-107 - 2020
Mary Khalil1, Saira Khan1, Felix Septianto1
1Department of Marketing, University of Auckland, 12 Grafton Road, Auckland 1010, New Zealand

Tóm tắt

Charities have difficulty raising money to execute their plans, which are mainly focused on addressing social challenges. As a big proportion of donations come from individual consumers, understanding their different characteristics and psychological states is important. Power has a psychological quality that varies during everyday interactions and influences consumers’ actions. Investigating the impact of power state on donation intentions across two studies, this research first illustrates that powerless consumers with a high level of incremental theory of emotion show an increased willingness to donate, and second, negative affect is the underlying mechanism in the interaction between sense of powerlessness and the incremental theory of emotion on donation intentions. These results have theoretical and empirical implications.

Tài liệu tham khảo

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Australasian Marketing Journal

Tập 28

98-107

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