I want to donate: exploring the influence of autonomous choice on monetary donation behavior

Abstract Charitable organizations (CO) are important agents for attending people in need. The growing needs of the population and the increased competition faced by COs make the economic support of a majority of citizens critical for the survival of COs. This article attempts to explore the monetary donation behavior of individuals in households with and without children and how that behavior is influenced by the extent of the individual’s belief that the behavior is the product of an autonomous choice. Findings show that when people perceive themselves as being coerced to donate, they will experience reactance and refuse the request. The findings of this research are useful for better understanding donator decision process and helping to improve promotional appeals eliciting monetary donations