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Attracting prosocial lenders from different cultures to help others in microlending

JungHwa (Jenny) Hong (Department of Management and Marketing, The University of Texas at Tyler, Tyler, Texas, USA)
Kyung-Ah (Kay) Byun (Department of Management and Marketing, The University of Texas at Tyler, Tyler, Texas, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 31 January 2020

Issue publication date: 11 March 2020

280

Abstract

Purpose

The purpose of this study is to examine the role of culture and future orientation in lenders’ prosocial microlending behaviors.

Design/methodology/approach

Three experiments examine how different cultural backgrounds, either individualistic or collectivistic, influenced microlenders’ prosocial behaviors, including the amount of microlending, the willingness to help and the length of commitment. Further, the moderating role of future orientation among individualists is investigated.

Findings

Results indicate that cultural differences influence prosocial microlending differently such that individualists give less to people in need compared to collectivists. Further, the author found that future orientation helps lenders in individualistic culture to improve prosocial microlending behaviors.

Originality/value

This paper emphasizes the role of cultural background and future orientation in promoting lenders’ prosocial giving in the context of microlending. The results assist social marketers to understand how to motivate giving behaviors via microlending among lenders in different cultures depending on future orientation.

Keywords

Citation

Hong, J.(J). and Byun, K.-A.(K). (2020), "Attracting prosocial lenders from different cultures to help others in microlending", Journal of Consumer Marketing, Vol. 37 No. 2, pp. 205-214. https://doi.org/10.1108/JCM-09-2018-2868

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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