Guilt and giving: A process model of empathy and efficacy

Michael D. Basil · Nancy M. Ridgway

379 citations0/0 files storedPsychology and Marketing

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Nonprofit Sector and Volunteering Emotions and Moral Behavior Psychology of Social Influence

Abstract

Abstract This research develops a model of consumer response to charity appeals. Using the Extended Parallel Process Model from the fear appeal literature as a foundation, the current model proposes that empathy and self‐efficacy generate guilt and reduce maladaptive responses, which, in turn, shapes donation intention. The results demonstrate that the impact of empathy on charitable donation intention is fully mediated by guilt and maladaptive responses. The impact of self‐efficacy is partially mediated by guilt and maladaptive responses. Therefore, both empathy and self‐efficacy determine whether guilt or maladaptive responses result. This model clarifies the process through which guilt appeals operate, by identifying the roles of empathy and self‐efficacy. © 2008 Wiley Periodicals, Inc.

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1985Social Foundations of Thought and Action : A Social Cognitive Theory 1980A circumplex model of affect.2013Handbook of Social Psychology 1986Communication and Persuasion 2015Communication and Persuasion: Central and Peripheral Routes to Attitude Change 1968A Theory of Psychological Reactance 1980A multidimensional approach to individual differences in empathy 1992Putting the fear back into fear appeals: The extended parallel process model

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2008Overcoming Beneficiary Race as an Impediment to Charitable Donations: Social Dominance Orientation, the Experience of Moral Elevation, and Donation Behavior 2009Charitable organizations' storytelling influence on donors' emotions and intentions 2012Giving from a distance: Putting the charitable organization at the center of the donation appeal 2015Cross-Domain Effects of Guilt on Desire for Self-Improvement Products 2010How personal nostalgia influences giving to charity 2013

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