Watch Me Give: Narcissism as a Moderator to Donating to a Nonprofit

With increased online connectivity in the current generation, more non-for-profit organizations are focusing their efforts on producing online marketing appeals. It has, therefore, become necessary to identify the effect some appeals have on different people. The present study seeks to determine whether an organization offering increased recognition will result in a greater willingness to give by people with narcissistic personalities. Additionally, it will determine if “willingness” to give or “amount” given are different between genders or employment status, as prior research suggests. Results indicated that whether the organization offered increased recognition or not, narcissism did not affect willingness to give or amount given. Women were more willing to give than men and employment status did not hold any bearing on the willingness to give or amount given. Limitations of the study are provided and implications for future research are discussed