Beneficiaries or Charity: The Influence of the Source of Acknowledgments.

ABSTRACT: This study employs entitativity theory to explore how acknowledgment letters from various thankers (e.g., a group of beneficiaries, a charity) influence donors' subsequent donation desires. This empirical research consists of three experiments. Study 1 reveals that an acknowledgment letter from a group of beneficiaries elicits more favorable subsequent donation desires than an acknowledgment letter from a charity. To shed light on the psychological mechanism underlying this effect, Study 2 shows that a categorical appellation can enhance the effects of an acknowledgment letter sent by a charity. Study 3 reveals that the influence of the thanker is stronger under no external pressure conditions (than under external pressure). The current study offers insightful suggestions for the managemen

SUBMITTER: Wenting F 

PROVIDER: S-EPMC8264282 | biostudies-literature | 2021

REPOSITORIES: biostudies-literature