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- Publisher Website: 10.1093/jcr/ucy012
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Article: Money Helps When Money Feels: Money Anthropomorphism Increases Charitable Giving
Title | Money Helps When Money Feels: Money Anthropomorphism Increases Charitable Giving |
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Authors | |
Keywords | Money reminders Money anthropomorphism Mind perception Warmth Competence |
Issue Date | 2019 |
Publisher | Oxford University Press. The Journal's web site is located at http://jcr.oxfordjournals.org/ |
Citation | Journal of Consumer Research, 2019, v. 45 n. 5, p. 953–972 How to Cite? |
Abstract | Across five studies, the current research demonstrates that imbuing money with humanlike characteristics can enhance charitable giving. Based on mind perception theory, we propose that anthropomorphizing money can induce people to attribute to money the capacity to feel and sense (i.e., warmth) and the capacity to do things (i.e., competence). Further, we argue that enhanced warmth perception increases charitable giving. Studies 1a and 1b provided initial evidence that money anthropomorphism increased charitable giving by measuring real monetary donation behavior (study 1a) and by adopting a practical method to anthropomorphize money in charitable appeals (study 1b). Study 2 showed that money anthropomorphism enhanced both warmth and competence perceptions of money, but that only enhanced warmth perception increased donation intention. Study 3 showed that money anthropomorphism did not enhance other types of charitable giving, such as signature provision. Study 4 showed that the money anthropomorphism effect was unique to money and that anthropomorphizing other financial instruments, such as a credit card, did not induce the same effect. |
Persistent Identifier | http://hdl.handle.net/10722/258910 |
ISSN | 2023 Impact Factor: 5.7 2023 SCImago Journal Rankings: 5.428 |
ISI Accession Number ID |
DC Field | Value | Language |
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dc.contributor.author | Zhou, X | - |
dc.contributor.author | Kim, S | - |
dc.contributor.author | Wang, L | - |
dc.date.accessioned | 2018-09-03T03:57:55Z | - |
dc.date.available | 2018-09-03T03:57:55Z | - |
dc.date.issued | 2019 | - |
dc.identifier.citation | Journal of Consumer Research, 2019, v. 45 n. 5, p. 953–972 | - |
dc.identifier.issn | 0093-5301 | - |
dc.identifier.uri | http://hdl.handle.net/10722/258910 | - |
dc.description.abstract | Across five studies, the current research demonstrates that imbuing money with humanlike characteristics can enhance charitable giving. Based on mind perception theory, we propose that anthropomorphizing money can induce people to attribute to money the capacity to feel and sense (i.e., warmth) and the capacity to do things (i.e., competence). Further, we argue that enhanced warmth perception increases charitable giving. Studies 1a and 1b provided initial evidence that money anthropomorphism increased charitable giving by measuring real monetary donation behavior (study 1a) and by adopting a practical method to anthropomorphize money in charitable appeals (study 1b). Study 2 showed that money anthropomorphism enhanced both warmth and competence perceptions of money, but that only enhanced warmth perception increased donation intention. Study 3 showed that money anthropomorphism did not enhance other types of charitable giving, such as signature provision. Study 4 showed that the money anthropomorphism effect was unique to money and that anthropomorphizing other financial instruments, such as a credit card, did not induce the same effect. | - |
dc.language | eng | - |
dc.publisher | Oxford University Press. The Journal's web site is located at http://jcr.oxfordjournals.org/ | - |
dc.relation.ispartof | Journal of Consumer Research | - |
dc.rights | This is a pre-copy-editing, author-produced PDF of an article accepted for publication in Journal of Consumer Research following peer review. The definitive publisher-authenticated version is available online at: http://dx.doi.org/10.1093/jcr/ucy012 | - |
dc.subject | Money reminders | - |
dc.subject | Money anthropomorphism | - |
dc.subject | Mind perception | - |
dc.subject | Warmth | - |
dc.subject | Competence | - |
dc.title | Money Helps When Money Feels: Money Anthropomorphism Increases Charitable Giving | - |
dc.type | Article | - |
dc.identifier.email | Kim, S: sarakim@hku.hk | - |
dc.identifier.authority | Kim, S=rp01613 | - |
dc.description.nature | link_to_subscribed_fulltext | - |
dc.identifier.doi | 10.1093/jcr/ucy012 | - |
dc.identifier.scopus | eid_2-s2.0-85063368309 | - |
dc.identifier.hkuros | 288703 | - |
dc.identifier.hkuros | 321365 | - |
dc.identifier.volume | 45 | - |
dc.identifier.issue | 5 | - |
dc.identifier.spage | 953–972 | - |
dc.identifier.epage | 953–972 | - |
dc.identifier.isi | WOS:000481978500004 | - |
dc.publisher.place | United Kingdom | - |
dc.identifier.issnl | 0093-5301 | - |