The Nature of Slacktivism: How the Social Observability of an Initial Act of Token Support Affects Subsequent Prosocial Action

• Published in: The Journal of consumer research 2014-04, Vol.40 (6), p.1149-1166
• Main Authors: Kristofferson, Kirk, White, Katherine, Peloza, John
• Format: Article
• Language: English
• Subjects: Advertising campaigns; Charitable organizations; Charity; Conceptual frameworks; Consumer behavior; Consumer motivation; Consumers; Desire; Helping Behavior; Motivation; Observational research; Social marketing; Social media; Social sciences; Studies; Token money; Values; Volunteerism
• ISSN: 0093-5301; 1537-5277
• DOI: 10.1086/674137

Prior research offers competing predictions regarding whether an initial token display of support for a cause (such as wearing a ribbon, signing a petition, or joining a Facebook group) subsequently leads to increased and otherwise more meaningful contributions to the cause. The present research proposes a conceptual framework elucidating two primary motivations that underlie subsequent helping behavior: a desire to present a positive image to others and a desire to be consistent with one’s own values. Importantly, the socially observable nature (public vs. private) of initial token support is identified as a key moderator that influences when and why token support does or does not lead to meaningful support for the cause. Consumers exhibit greater helping on a subsequent, more meaningful task after providing an initial private (vs. public) display of token support for a cause. Finally, the authors demonstrate how value alignment and connection to the cause moderate the observed effects.