Guilt and giving: A process model of empathy and efficacy

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 donatio...

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Bibliographic Details
Published in:Psychology & marketing 2008-01, Vol.25 (1), p.1-23
Main Authors: Basil, Debra Z., Ridgway, Nancy M., Basil, Michael D.
Format: Article
Language:English
Subjects:
Consumer behavior
Donations
Empathy
Studies
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Summary: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.
ISSN:0742-6046
1520-6793
DOI:10.1002/mar.20200