I'm Moral, but I Won't Help You: The Distinct Roles of Empathy and Justice in Donations

Abstract

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Impact of Consumers’ Self-Construal, Empathy, and Moral Identity on Purchase Intention toward Cause-Related Marketing Goods: A Perspective of the Moderated Mediation Model

“…265 Psychology tity and charitable contributions (Lee et al, 2014). This study asserted that the "causes" linked to CRM products evoke consumers' moral emotions and affect their purchase intentions.…”

“…Therefore, moral identity internalization is expected to strengthen the mediating effect of empathy, thereby affecting purchase intention. In addition, since few studies have found symbolization significant (He et al, 2016;Lee et al, 2014;Xie et al, 2015), and the "face work" emphasized by the Chinese represents explicit behaviors performed under specific circumstances to gain praise from others (Huang, 1987), moral identity symbolization is expected to strengthen the mediating effect of empathy. Accordingly, this study proposed the following hypotheses:…”

“…Because few studies have identified the significance of symbolization (He et al, 2016;Lee et al, 2014;Xie et al, 2015), the present study simultaneously explored the joint impacts of the double dimensions of moral identity internalization and symbolization and of empathy on purchase intention toward CRM products, which was an extended contribution of moral identity theory. In addition, owing to the divergence in the results of the impact of self-construal on consumer decision-making (Hong & Lee, 2010;Hong & Chang, 2015), the present study conducted an in-depth analysis of the impact of cognitive and emotional factors on consumption decisions, thereby responding to scholars' calls for studies on the impact of emotional factors on consumer behavior (Griskevicius et al, 2010).…”

“…According to Kim and Johnson (2013), moral emotions affect purchase intentions toward CRM products and influence charitable acts (Arnett et al, 2003;Hoffman, 1981). Because empathy is a moral emotion (Haidt, 2003), it promotes altruistic behavior (Batson, 1987;Eisenberg & Miller, 1987) and mediates the relationship between moral identity and charitable contributions (Lee et al, 2014). As Taiwanese society is based on the ethnic Chinese culture of collectivism, other-focused moral emotions have a significant impact on purchase intention toward CRM products.…”

Donation Behavior in Online Micro Charities: An Investigation of Charitable Crowdfunding Projects

“…Motivated by these research gaps, we develop a model that predicts funders' intention to donate for charitable crowdfunding projects. Drawing on the studies of Lee et al [48] and Kim et al [45], we identify empathy and perceived credibility of charitable crowdfunding as main determinants for intention to donate and explore how two environmental cues-technological characteristic and crowdfunding project characteristics-affect funders' empathy and perception of project credibility.…”