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

Gopal Das, Patrick van Esch, Shailendra Pratap Jain and Yuanyuan (Gina) Cui d
Journal Name
International Journal of Research in Marketing
Journal Publication
others
Publication Year
2023
Journal Publications Functional Area
Marketing
Publication Date
Vol. 40(4), December 2023, Pg. 865-880
Abstract

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.

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

Author(s) Name: Gopal Das, Patrick van Esch, Shailendra Pratap Jain and Yuanyuan (Gina) Cui d
Journal Name: International Journal of Research in Marketing
Volume: Vol. 40(4), December 2023, Pg. 865-880
Year of Publication: 2023
Abstract:

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.