| Abstract: | When seeking to motivate individuals to help, helping behavior may be framed in terms of power‐oriented, results focused, goals or value‐oriented, ideologically based, goals. In two studies, participants were presented with a call for assistance benefitting an ingroup or an outgroup. The stated goal associated with helping behavior was power‐oriented or value‐oriented. Participants showed more willingness to help on behalf of an outgroup when they believed the charitable organization had value‐oriented goals and more willingness to help on behalf of their ingroup when they believed the charitable organization had power‐oriented goals. The results suggest that organizations should consider the relationship between who will benefit and who is providing assistance to maximize the likelihood that assistance will be provided. |
