TY  - JOUR
AB  - 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.
VL  - 37
IS  - 2
SN  - 0736-3761
DO  - 10.1108/JCM-09-2018-2868
UR  - https://doi.org/10.1108/JCM-09-2018-2868
AU  - Hong JungHwa (Jenny)
AU  - Byun Kyung-Ah (Kay)
PY  - 2020
Y1  - 2020/01/01
TI  - Attracting prosocial lenders from different cultures to help others in microlending
T2  - Journal of Consumer Marketing
PB  - Emerald Publishing Limited
SP  - 205
EP  - 214
Y2  - 2024/04/25
ER  -