Taken for Granted or Taken with Gratitude? An Examination of the Differential Effects of Donations of Time and Money on Consumers\u27 Evaluation of Corporate Philanthropy

This dissertation examines the potential for two forms of corporate philanthropy, donations of time and money, to have differential effects on consumers\u27 response to corporate giving. Drawing upon indirect-reciprocity theory I show that corporate donations of time compared to money elicit a greater desire to reciprocate on the part of consumers. It is found that the influence of corporate donations on consumers\u27 desire to reciprocate occurs through serial mediation, whereby donations of time are perceived as being more effortful than monetary donations. This in turn leads to more altruistic motive attributions, and ultimately greater admiration towards the firm and a stronger desire to reciprocate on the part of consumers. I find that consumers\u27 desire to reciprocate is strengthened when the relative cost to the firm for making a donation is higher. Additionally, this research advances the emotion gratitude as a mechanism through which corporate giving leads to a desire to reciprocate and more broadly, a catalyst through which indirect reciprocity occurs. Finally, the influence of consumers\u27 personality traits on their response to corporate philanthropy is examined. Corporate donations of time and money lead to stronger feelings of gratitude and a greater approval of a company\u27s philanthropic actions when consumers possess higher levels of empathetic concern. Conversely, consumers who embody narcissistic traits are significantly less inclined to experience feelings of gratitude or approve of a company\u27s philanthropy