When promoting a charity can hurt charitable giving: A metacognitive analysis |
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Authors: | Robert W Smith Norbert Schwarz |
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Institution: | 1. Ross School of Business, University of Michigan, USA;2. Institute for Social Research, University of Michigan, USA;3. Department of Psychology, University of Michigan, USA |
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Abstract: | Charities need to come to mind to enter a potential donor's consideration set. However, feeling familiar with a charity and its cause can facilitate or impair giving. In most cases, perceived good memory for details of the cause fosters the impression of personal importance, which increases giving (Studies 1 and 3). But when the charity aims to increase awareness of a cause, good memory for the cause suggests that awareness is already high, which impairs giving (Studies 2 and 3). Hence, promotions for awareness-raising charities can actually have negative consequences, confirming the predictions of a metacognitive analysis. |
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Keywords: | Perceived memory Charitable giving Metacognitive inference Lay theories Promotion Subjective knowledge |
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