Motivation shifting in giving: Moral balancing effects in prosocial context
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Jappy Parlindungan Fanggidae Thesis
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Available under License Creative Commons Attribution Non-commercial No Derivatives 4.0. |
Description
This thesis investigated the links between prior prosocial decision and following prosocial motivation, whether to benefit oneself or others. In a series of experiments, this thesis revealed that after making donation, people are more generous if the charity uses self-benefit rather than other-benefit message appeals. In contrast, after rejecting a charity request, people responded more positively to other-benefit than self-benefit message appeals. This study is among the first to examine the influence of moral balancing effects and message appeals on willingness to donate. The results of the study may contribute to the area of consumers' ethical decisions making and morality concerns.
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| ID Code: | 180770 |
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| Item Type: | QUT Thesis (PhD) |
| Supervisor: | Jin, HS & Kelly, Louise |
| Keywords: | Moral balancing, moral licensing, moral cleansing, moral consistency, message appeals, prosocial behaviour |
| DOI: | 10.5204/thesis.eprints.180770 |
| Divisions: | Past > QUT Faculties & Divisions > QUT Business School Current > Schools > School of Advertising, Marketing & Public Relations |
| Institution: | Queensland University of Technology |
| Deposited On: | 21 Apr 2020 00:28 |
| Last Modified: | 21 Apr 2020 00:28 |
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