Hey, What Gives?

The Effects of Altruistic Versus Egoistic Charity Appeals on Donation Intentions

JOHN PELOZA

KATHERINE WHITE

The long-running debate between those argue that charitable donations are based in altruism and those who argue charitable donations are merely an exchange relationship highlights the primary distinction between the majority of charitable appeals (i.e., either altruistic or egoistic). Our research seeks to address the question: When do egoistic versus altruistic appeals work best? In a series of three experiments we find that the efficacy of such appeals is moderated by factors that make egoistic motives more salient: the type of donation (volunteerism vs. money), the donation setting (private vs. public), and the self-construal of the donor (independence/interdependence).