Wenting F, Xianyun S, Zuowei Y. Self-focused or other-focused: The influence of acknowledgment type on subsequent donation desires.
Front Psychol 2022;
13:959369. [PMID:
36275291 PMCID:
PMC9583881 DOI:
10.3389/fpsyg.2022.959369]
[Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 06/01/2022] [Accepted: 08/19/2022] [Indexed: 11/13/2022] Open
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.
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