얕지만 넓게, 또는 깊지만 좁게: 기부의 대의 유형이 기부금 할당 전략 선호도 차이에 영향을 미치나요?
Shallow but Wide, or Deep but Narrow: Does the Type of Donation Causes Impact the Donation Allocation Strategy’ Preference?
1
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
기부를 고려할 때, 소비자들은 단순히 얼마를 기부할지 결정하는 것을 넘어 다양한 기부 대의(donation cause)및 수혜자에 걸쳐 금전적 자원을 어떻게 할당할지를 결정해야 한다. 기부금을 할당하는 전략은 두 가지로 구분할 수있다. 하나는 기부금 전액을 단일 수혜자에게 사용하는 ‘집중 전략’이며, 다른 하나는 여러 수혜자들에게 기부금을나누어 주는 ‘분배 전략’이다. 본 연구에서는 소비자들이 기부를 고려할 때, 기부 캠페인의 대의 유형에 따라 기부금을어떻게 할당하는지 조사하였다. 사전 조사를 포함한 네 가지 실험을 통해, 소비자들이 생존과 관련된 긴급한 대의(예: 식량)에 기부하는 경우에는 집중 전략보다 분배 전략을 더 선호하지만, 긴급하지 않은 대의(예: 문화예술)에기부할 때는 이러한 기부금 할당 전략 간의 선호도 차이가 약화되는 것을 발견하였다. 긴급한 대의는 생존과 관련되었기 때문에 모두에게 필수적이고 기본적으로 충족되어야 하는 욕구이다. 따라서 이 경우에는 도움이 가능한 한여러 사람에게 도달하는 것이 중요하기 때문에, 기부자들은 실행가능성에 초점을 맞추어 비록 개별당 지원되는 수혜의 품질이 희생되더라도 더 많은 사람에게 수혜물이 즉각적으로 전달될 수 있는 분배 전략을 선호하는 것이다. 반면, 개인의 발전과 관련된 욕구 충족을 지원하는 긴급하지 않은 대의는 모두에게 필수적이지 않고 완전한 충족을위해서는 상대적으로 장기적인 경험이 필요할 수 있다. 따라서 이 경우에는 실행가능성의 중요성은 감소하고 바람직성의 중요성이 증가하기 때문에 분배 전략의 선호가 약화되는 것이다. 본 연구는 소비자들의 기부 참여를 장려하게 위해 주로 강조되는 수혜자의 인원수와 대의 유형의 특징 사이의 관계를 탐구한 초기 연구로서 중요한 이론적,실무적 시사점을 제공한다.
Abstract
When consumers consider donating, they often have to decide not just how much to give, butalso how to allocate their financial resources across various donation causes and beneficiaries. The strategies for allocating donations can be categorized into two types. One is a ‘ConcentrationStrategy,’ where the entire donation amount is given to a single beneficiary, and the other is a‘Distribution Strategy,’ where the donation is divided among multiple beneficiaries. This studyinvestigates how consumers allocate their donations based on the cause type in a donationcampaign. Four experiments, including a pilot study, found that consumers more prefer thedistribution strategy than concentration strategy when donating to urgent causes related tosurvival (e.g., food). However, the preference difference between these allocation strategiesdiminishes when donating to non-urgent causes (e.g., arts and culture). Urgent causes, essentialand fundamental for survival, are deemed necessary for everyone. Therefore, in these cases, itis important that the help reaches as many people as possible. Consequently, donors focus onfeasibility, preferring the distribution strategy even if it means the quality of benefits providedto each individual may be sacrificed. On the other hand, non-urgent causes that support personaland social development, which are not essential for everyone and may require a longer-termcommitment for complete fulfillment, see a shift in preference. In these situations, the importanceof feasibility decreases, and the desirability increases, thus weakening the preference for thedistribution strategy. This study provides important theoretical and practical implications byexploring the relationship between the number of beneficiaries mainly emphasized to encourageconsumer participation in donations and the characteristics of the type of cause.
참고문헌 (26)
- Bagozzi, R. P., "Goal setting and goal striving in consumer behavior", Journal of Marketing, 63(4_suppl1), pp.19~32 (1999)
- Benschop, N., "Construal level theory and escalation of commitment", Theory and Decision, 91(1), pp.135~151 (2021)
- Evangelidis, I., "The upscaling effect : how the decision context influences tradeoffs between desirability and feasibility", Journal of Consumer Research, 50(3), pp.492~509 (2023)
- Farmer, A., "Helping a few a lot or many a little : Political ideology and charitable giving", Journal of Consumer Psychology, 30(4), pp.614~630 (2020)
- Fennis, B. M., "Acts of benevolence : A limited-resource account of compliance with charitable requests", Journal of Consumer Research, 35(6), pp.906~924 (2009)
- Hayes, A. F., "Introduction to mediation, moderation, and conditional process analysis:A regression-based approach" (2017), Guilford publications
- Huber, J., "Adding asymmetrically dominated alternatives:Violations of regularity and the similarity hypothesis", Journal of Consumer Research, 9(1), pp.90~98 (1982)
- Jin, L., "Give Me the Facts or Make Me Feel : How to Effectively Persuade Consumers to Act on a Collective Goal", Journal of Marketing (2023)
- Lee, K. K., "The effect of price on preference consistency over time", Journal of Consumer Research, 41(1), pp.109~118 (2014)
- Liberman, N., "The effect of temporal distance on level of mental construal", Journal of Experimental Social Psychology, 38(6), pp.523~534 (2002)
- Liberman, N., "The role of feasibility and desirability considerations in near and distant future decisions : A test of temporal construal theory", Journal of Personality and Social Psychology, 75(1), pp.5~ (1998)
- Liu, W., "The happiness of giving : The time-ask effect", Journal of Consumer Research, 35(3), pp.543~557 (2008)
- Maslow, A. H., "A Dynamic Theory of Human Motivation" (1958)
- Nelson, M. R., "Effects of culture, gender, and moral obligations on responses to charity advertising across masculine and feminine cultures", Journal of Consumer Psychology, 16(1), pp.45~56 (2006)
- Reed, A., "Moral identity and judgments of charitable behaviors", Journal of Marketing, 71(1), pp.178~193 (2007)
- Sharps, D. L., "The preference for distributed helping", Journal of Personality and Social Psychology, 117(5), pp.954~ (2019)
- Simonson, I., "Choice in context : Tradeoff contrast and extremeness aversion", Journal of Marketing Research, 29(3), pp.281~295 (1992)
- Trope, Y., "Temporal construal", Psychological Review, 110(3), pp.403~ (2003)
- Trope, Y., "Construal-level theory of psychological distance", Psychological Review, 117(2), pp.440~ (2010)
- Vieites, Y., "Social class shapes donation allocation preferences", Journal of Consumer Research, 48(5), pp.775~795 (2022)
- Waites, S. F., "Teach a Man to Fish : The Use of Autonomous Aid in Eliciting Donations", Journal of Marketing Research (2023)
- Wang, T., "From surviving to thriving: How preferences shift in helping resource allocation", Journal of Experimental Psychology: Applied (2024)
- Winterich, K. P., "When does recognition increase charitable behavior? Toward a moral identity-based model", Journal of Marketing, 77(3), pp.121~134 (2013)
- Winterich, K. P., "Accepting inequality deters responsibility : How power distance decreases charitable behavior", Journal of Consumer Research, 41(2), pp.274~293 (2014)
- Winterich, K. P., "How political identity and charity positioning increase donations : Insights from moral foundations theory", International Journal of Research in Marketing, 29(4), pp.346~354 (2012)
- Zauberman, G., "Resource slack and propensity to discount delayed investments of time versus money", Journal of Experimental Psychology : General, 134(1), pp.23~ (2005)