Search results

We investigated the effect of religion on generosity, interpersonal trust, and cooperation by using games developed by experimental economists (Dictator, Trust, and Public Goods). In these experiments, individuals were paired or grouped with unknown strangers to test the degree to which religion promotes prosocial behavior. We evaluated group- and individual-level effects of religion on prosocial behavior across the three games. Although playing the games in a religious setting showed no overall difference as compared to a secular setting, we did find a weak association between some individual-level dimensions of religiosity and behavior in some of the games. The weak association between religion and behavior is consistent with theory and empirical studies using similar measures – the anonymous pairing and grouping of the economic games may moderate individual-level effects of religion. Our research is a strong complement to the empirical literature because the three studies involved a large and diverse sample and used sensitive instruments that have been found to reliably measure prosocial behavior.

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.

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.

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).

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.

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.

This research shows the interactive effect between extrinsic religiosity, intrinsic religiosity and recognition can increase charitable behavior in Asia.