The effects of perceived deceptiveness and pressure on consumer donation: a mixed-methods study

Abstract

Purpose

This paper aims to use a negative perspective to investigate the effects of perceived deceptiveness and pressure on consumer donation and their underlying mechanisms in the context of asking for donations.

Design/methodology/approach

Study 1 used a qualitative approach to clarify the categories and dimensions of the research variables and explore their relationships. Study 2 empirically tested the hypotheses by combining a fictitious context and a real context related to asking for donations.

Findings

In the qualitative study, the data provided sufficient evidence to support the relationships in the theoretical model. The results of the empirical study showed that perceived deceptiveness negatively influences consumer donation, while perceived pressure positively affects donation amount. Notably, the discomfort of potential donors plays an important role in mediating these relationships.

Practical implications

This paper suggests a way for charities to raise more money, i.e. by cooperating with companies with good reputations, limited scandals and transparent supervisory mechanisms. Meanwhile, solicitors should pay attention to the adverse effects of discomfort to avoid generating resentment among consumers.

Originality/value

First, to the best of the authors’ knowledge, this is the first study to use a negative perspective to examine the effects of perceived deceptiveness and pressure on consumer donation. Second, the use of cognitive dissonance theory to highlight the role of discomfort represents a novel contribution to the literature. Third, using a mixed-methods approach to achieve a robust conclusion provides valuable insights and extends the existing literature.

Citation

Zhou, G., Xue, K., Yu, M. and Zhou, N. (2020), "The effects of perceived deceptiveness and pressure on consumer donation: a mixed-methods study", Social Responsibility Journal, Vol. 16 No. 1, pp. 91-108. https://doi.org/10.1108/SRJ-05-2018-0114