- Bài trích
- Nhan đề: How Deviations from Performance Norms Impact Charitable Donations /
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Tác giả CN
| Alexis M. Allen. | |
Nhan đề
| How Deviations from Performance Norms Impact Charitable Donations / Alexis M. Allen, Meike Eilert, and John Peloza | |
Thông tin xuất bản
| 2018. | |
Mô tả vật lý
| p. 277-290. | |
Tóm tắt
| Although the actions of others can influence a consumer’s behavior, these actions are often at odds with performance norms. For example, charities can experience relatively low rates of support (resulting in a negative deviation from a performance norm) or relatively high rates of support (resulting in a positive deviation from a performance norm). Previous research provides evidence of the equivocal effects of these deviations, with both positive and negative deviations motivating prosocial behaviors. The current research reconciles these competing findings by introducing construal as a moderator. Across four studies, the authors find that positive deviations from performance norms motivate prosocial behavior for independent donors, whereas negative deviations from performance norms motivate prosocial behavior for interdependent donors. They further show that these effects are driven by a prevention focus associated with interdependent consumers and a promotion focus associated with independent consumers. The article concludes with implications for the marketing of charities and prosocial behaviors. | |
Từ khóa tự do
| Performance norms, | |
Từ khóa tự do
| Prosocial behavior | |
Từ khóa tự do
| Regulatory focus, | |
Từ khóa tự do
| Self-construal, | |
Từ khóa tự do
| Norm deviations, | |
Tác giả(bs) CN
| Eilert, Meike | |
Tác giả(bs) CN
| Peloza, John | |
Nguồn trích
| Journal of Marketing Research (April 2018) - Vol. 55, No. 2 |
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| 100 | 1 |aAlexis M. Allen. |
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| 245 | 10|aHow Deviations from Performance Norms Impact Charitable Donations / |cAlexis M. Allen, Meike Eilert, and John Peloza |
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| 260 | |c2018. |
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| 300 | 10|ap. 277-290. |
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| 520 | |aAlthough the actions of others can influence a consumer’s behavior, these actions are often at odds with performance norms. For example, charities can experience relatively low rates of support (resulting in a negative deviation from a performance norm) or relatively high rates of support (resulting in a positive deviation from a performance norm). Previous research provides evidence of the equivocal effects of these deviations, with both positive and negative deviations motivating prosocial behaviors. The current research reconciles these competing findings by introducing construal as a moderator. Across four studies, the authors find that positive deviations from performance norms motivate prosocial behavior for independent donors, whereas negative deviations from performance norms motivate prosocial behavior for interdependent donors. They further show that these effects are driven by a prevention focus associated with interdependent consumers and a promotion focus associated with independent consumers. The article concludes with implications for the marketing of charities and prosocial behaviors. |
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| 653 | |aPerformance norms, |
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| 653 | |aProsocial behavior |
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| 653 | |aRegulatory focus, |
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| 653 | |aSelf-construal, |
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| 653 | 0 |aNorm deviations, |
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| 700 | |aEilert, Meike |
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| 700 | |aPeloza, John |
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| 773 | 0 |tJournal of Marketing Research (April 2018) |gVol. 55, No. 2 |
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| 890 | |a0|b0|c0|d0 |
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