RETRACTED ARTICLE: Why money meanings matter in decisions to donate time and money
- 2k Downloads
Most charitable organizations cannot accomplish their missions without asking for money. This is paradoxical because recent research suggests that mentioning money primes a self-sufficient mindset, thus undermining the very behaviors these organizations desire to elicit. We offer an important qualification to this problematic effect. We find that priming cash concepts reduces willingness to help others, while activating credit card concepts reverses these effects. To explain our findings, in three studies we show that priming cash concepts makes costs associated with donating time or money more salient in the decision context, thereby reducing willingness to give help and to receive it. However, priming credit card concepts makes the benefits of donation more salient.
KeywordsMoney Priming Charity Donation Helping Credit
- Bargh, J. A., & Chartrand, T. L. (2000). The mind in the middle: A practical guide to priming and automaticity research. In Handbook of research methods in social and personality psychology (pp. 253–285). Cambridge: Cambridge University Press.Google Scholar
- Mendoza, N. A., & Pracejus, J. W. (1997). Buy now, pay later: Does a future temporal orientation affect credit overuse? Advances in Consumer Research, 24, 499–503.Google Scholar
- Zelizer, V. A. R. (1997). The social meaning of money: Pin money, paychecks, poor relief, and other currencies. Princeton: Princeton University Press.Google Scholar