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Self-focused or other-focused: The influence of acknowledgment type on subsequent donation desires
- Source :
- Frontiers in Psychology, Vol 13 (2022)
- Publication Year :
- 2022
- Publisher :
- Frontiers Media S.A., 2022.
-
Abstract
- This study employs morality preference theory to explore how acknowledgment type (self- vs. other-focused) influences donors' subsequent donation desires. The current research consists of 3 studies. Study 1 finds that an other-focused acknowledgment letter elicits higher subsequent donation desires than a self-focused letter. Study 2 testifies to the mediating role of morality preference between the relationship of acknowledgment type and subsequent donation desires. Study 3 manipulates the moral value on “what is the morally right thing of donation” and developed a new scale to measure morality preference. Study 4 excludes the influence of language structure and tests the main effect in a real donation behavior context.
Details
- Language :
- English
- ISSN :
- 16641078
- Volume :
- 13
- Database :
- Directory of Open Access Journals
- Journal :
- Frontiers in Psychology
- Publication Type :
- Academic Journal
- Accession number :
- edsdoj.506f1282d0304e7bba5107b1d5d3fd48
- Document Type :
- article
- Full Text :
- https://doi.org/10.3389/fpsyg.2022.959369