Cover Image

The interactive effects of religiosity and recognition in increasing donation

Purpose: The purpose of this paper is to examine a three-way interaction between the two motivational orientations of religiosity (i.e. intrinsic and extrinsic) and recognition (in this study, an explicit expectation that behavior is recognized) on charitable behavior. Further, drawing upon the evol...

Full description

Saved in:
Bibliographic Details
Main Authors: Felix Septianto, Fandy Tjiptono, Widya Paramita, Chiew, Tung Moi
Format: Article
Language:English
English
Published: Emerald Publishing Limited 2021
Subjects:
BL51-65 Philosophy of religion. Psychology of religion. Religion in relation to other subjects
Online Access:https://eprints.ums.edu.my/id/eprint/31805/1/The%20interactive%20effects%20of%20religiosity%20and%20recognition%20in%20increasing%20donation.pdf
https://eprints.ums.edu.my/id/eprint/31805/2/The%20interactive%20effects%20of%20religiosity%20and%20recognition%20in%20increasing%20donation_ABSTRACT.pdf
https://eprints.ums.edu.my/id/eprint/31805/
https://www.emerald.com/insight/content/doi/10.1108/EJM-04-2019-0326/full/pdf?casa_token=8Vlyue0i2L4AAAAA:NoYn2jyZ8yQoDf5chO9Qg52QX80fx2KsfRrdznkRJPnL5S1wynzRKLAvew8AqQcn-j1JbRQnrpxZTa-pEOVpBvQAF-_9ZJ5M4PGrNQYH82CM3DXHtLD2
http://dx.doi.org/10.1108/EJM-04-2019-0326
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.ums.eprints.31805
record_format eprints
spelling my.ums.eprints.318052022-03-01T07:52:45Z https://eprints.ums.edu.my/id/eprint/31805/ The interactive effects of religiosity and recognition in increasing donation Felix Septianto Fandy Tjiptono Widya Paramita Chiew, Tung Moi BL51-65 Philosophy of religion. Psychology of religion. Religion in relation to other subjects Purpose: The purpose of this paper is to examine a three-way interaction between the two motivational orientations of religiosity (i.e. intrinsic and extrinsic) and recognition (in this study, an explicit expectation that behavior is recognized) on charitable behavior. Further, drawing upon the evolutionary psychology perspective, the status motive is predicted to mediate the predicted effects. Design/methodology/approach: Three experimental studies were conducted using a 2 (intrinsic religiosity: low/high; measured)2 (extrinsic religiosity: low/high; measured)2 (recognition: yes/no; manipulated) between-subjects design to examine the predicted effects on likelihood to donate and donation allocations in two Asian countries, namely, Indonesia and Malaysia. Findings: The results show that recognition increases charitable behavior among consumers with a high level of extrinsic religiosity but low level of intrinsic religiosity (Studies 1a, 1b and 2). Further, a status motive mediates the predicted effects (Study 2). Research limitations/implications: The present research provides a novel perspective on how marketers can purposively use recognition in charitable advertising to encourage charitable behavior among religious consumers – but only in Asia. Practical implications: This paper presents the case for how a non-profit organization can develop charitable advertising for disaster relief in Indonesia (Studies 1a and 1b) and Malaysia (Study 2). The findings of this research could potentially be extended to other organizations in Asia or other countries where religiosity places an important role in consumer behavior. Originality/value: This research shows the interactive effect between extrinsic religiosity, intrinsic religiosity and recognition can increase charitable behavior in Asia. Emerald Publishing Limited 2021 Article PeerReviewed text en https://eprints.ums.edu.my/id/eprint/31805/1/The%20interactive%20effects%20of%20religiosity%20and%20recognition%20in%20increasing%20donation.pdf text en https://eprints.ums.edu.my/id/eprint/31805/2/The%20interactive%20effects%20of%20religiosity%20and%20recognition%20in%20increasing%20donation_ABSTRACT.pdf Felix Septianto and Fandy Tjiptono and Widya Paramita and Chiew, Tung Moi (2021) The interactive effects of religiosity and recognition in increasing donation. European Journal of Marketing, 55. pp. 1-26. ISSN 0309-0566 https://www.emerald.com/insight/content/doi/10.1108/EJM-04-2019-0326/full/pdf?casa_token=8Vlyue0i2L4AAAAA:NoYn2jyZ8yQoDf5chO9Qg52QX80fx2KsfRrdznkRJPnL5S1wynzRKLAvew8AqQcn-j1JbRQnrpxZTa-pEOVpBvQAF-_9ZJ5M4PGrNQYH82CM3DXHtLD2 http://dx.doi.org/10.1108/EJM-04-2019-0326
institution Universiti Malaysia Sabah
building UMS Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sabah
content_source UMS Institutional Repository
url_provider http://eprints.ums.edu.my/
language English
English
topic BL51-65 Philosophy of religion. Psychology of religion. Religion in relation to other subjects
spellingShingle BL51-65 Philosophy of religion. Psychology of religion. Religion in relation to other subjects
Felix Septianto
Fandy Tjiptono
Widya Paramita
Chiew, Tung Moi
The interactive effects of religiosity and recognition in increasing donation
description Purpose: The purpose of this paper is to examine a three-way interaction between the two motivational orientations of religiosity (i.e. intrinsic and extrinsic) and recognition (in this study, an explicit expectation that behavior is recognized) on charitable behavior. Further, drawing upon the evolutionary psychology perspective, the status motive is predicted to mediate the predicted effects. Design/methodology/approach: Three experimental studies were conducted using a 2 (intrinsic religiosity: low/high; measured)2 (extrinsic religiosity: low/high; measured)2 (recognition: yes/no; manipulated) between-subjects design to examine the predicted effects on likelihood to donate and donation allocations in two Asian countries, namely, Indonesia and Malaysia. Findings: The results show that recognition increases charitable behavior among consumers with a high level of extrinsic religiosity but low level of intrinsic religiosity (Studies 1a, 1b and 2). Further, a status motive mediates the predicted effects (Study 2). Research limitations/implications: The present research provides a novel perspective on how marketers can purposively use recognition in charitable advertising to encourage charitable behavior among religious consumers – but only in Asia. Practical implications: This paper presents the case for how a non-profit organization can develop charitable advertising for disaster relief in Indonesia (Studies 1a and 1b) and Malaysia (Study 2). The findings of this research could potentially be extended to other organizations in Asia or other countries where religiosity places an important role in consumer behavior. Originality/value: This research shows the interactive effect between extrinsic religiosity, intrinsic religiosity and recognition can increase charitable behavior in Asia.
format Article
author Felix Septianto
Fandy Tjiptono
Widya Paramita
Chiew, Tung Moi
author_facet Felix Septianto
Fandy Tjiptono
Widya Paramita
Chiew, Tung Moi
author_sort Felix Septianto
title The interactive effects of religiosity and recognition in increasing donation
title_short The interactive effects of religiosity and recognition in increasing donation
title_full The interactive effects of religiosity and recognition in increasing donation
title_fullStr The interactive effects of religiosity and recognition in increasing donation
title_full_unstemmed The interactive effects of religiosity and recognition in increasing donation
title_sort interactive effects of religiosity and recognition in increasing donation
publisher Emerald Publishing Limited
publishDate 2021
url https://eprints.ums.edu.my/id/eprint/31805/1/The%20interactive%20effects%20of%20religiosity%20and%20recognition%20in%20increasing%20donation.pdf
https://eprints.ums.edu.my/id/eprint/31805/2/The%20interactive%20effects%20of%20religiosity%20and%20recognition%20in%20increasing%20donation_ABSTRACT.pdf
https://eprints.ums.edu.my/id/eprint/31805/
https://www.emerald.com/insight/content/doi/10.1108/EJM-04-2019-0326/full/pdf?casa_token=8Vlyue0i2L4AAAAA:NoYn2jyZ8yQoDf5chO9Qg52QX80fx2KsfRrdznkRJPnL5S1wynzRKLAvew8AqQcn-j1JbRQnrpxZTa-pEOVpBvQAF-_9ZJ5M4PGrNQYH82CM3DXHtLD2
http://dx.doi.org/10.1108/EJM-04-2019-0326
_version_ 1760230941019602944
score 13.211869

Similar Items