首页|Donor happiness comes from afar: The role of donation beneficiary social distance and benevolence

Donor happiness comes from afar: The role of donation beneficiary social distance and benevolence

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  • NETL
  • NSTL
  • Elsevier
© 2023 Elsevier B.V.Although donors may prefer contributing to causes that help those who are socially closer to them, we propose that donating to socially distant beneficiaries makes donors feel happier. This occurs because donating to distant (vs. close) others results in an experience of greater benevolence. We further identify regulatory focus as a boundary condition of these effects. In one choice study and four experiments featuring close to 2,500 respondents, we demonstrate this phenomenon across diverse samples and varying forms of beneficiaries. Our research extends prior work examining the impact of recognition from others on charitable behavior to examine donors’ self-evaluations, and how they impact happiness.

Beneficiary distanceBenevolenceDonatingHappinessRegulatory focus

Das G.、van Esch P.、Jain S.P.、Cui Y.G.

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Indian Institute of Management Bangalore

Department of Marketing and Professional Sales Michael J. Coles College of Business Kennesaw State University Kennesaw

Bret Wheat Endowed Professor of Marketing & International Business Michael G. Foster School of Business University of Washington

Tommy and Victoria Baker School of Business Department of Marketing Supply Chain Management and Economics

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2023

10.1016/j.ijresmar.2023.08.005

International journal of research in marketing

International journal of research in marketing

ISSN：0167-8116
年,卷(期)：2023.40(4)
  • 95