TY - JOUR
T1 - Understanding the influence of implicit theories on donor's preference for time or money
AU - Song, Doori
AU - Rim, Hyejoon
N1 - Publisher Copyright:
© 2024 The Authors. Journal of Consumer Behaviour published by John Wiley & Sons Ltd.
PY - 2024
Y1 - 2024
N2 - Charitable giving depends on either time or money. Understanding what motivates donors to choose one resource over the other is crucial for various nonprofit organizations. This research, rooted in implicit theories, examines how donors' beliefs about the fixedness or malleability of human attributes influence their preference of donation resource. Three experiments revealed that donors who believe human traits are fixed (entity theory) are more inclined to donate money, while those who view human nature as malleable (incremental theory) are more likely to donate time. The results also suggest that analytic thinking mediates the monetary donations of entity theorists, whereas holistic thinking influences incremental theorists to give their time. This study provides invaluable insights for nonprofit organizations aiming to optimize their fundraising strategies, illustrating how beliefs about human nature can sway preferences for different donation resources.
AB - Charitable giving depends on either time or money. Understanding what motivates donors to choose one resource over the other is crucial for various nonprofit organizations. This research, rooted in implicit theories, examines how donors' beliefs about the fixedness or malleability of human attributes influence their preference of donation resource. Three experiments revealed that donors who believe human traits are fixed (entity theory) are more inclined to donate money, while those who view human nature as malleable (incremental theory) are more likely to donate time. The results also suggest that analytic thinking mediates the monetary donations of entity theorists, whereas holistic thinking influences incremental theorists to give their time. This study provides invaluable insights for nonprofit organizations aiming to optimize their fundraising strategies, illustrating how beliefs about human nature can sway preferences for different donation resources.
UR - http://www.scopus.com/inward/record.url?scp=85189804696&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85189804696&partnerID=8YFLogxK
U2 - 10.1002/cb.2329
DO - 10.1002/cb.2329
M3 - Article
AN - SCOPUS:85189804696
SN - 1472-0817
JO - Journal of Consumer Behaviour
JF - Journal of Consumer Behaviour
ER -