Donor Warmth Effects on Consumer Evaluations: The Type of Donation Matters

Abstract

This research draws on attribution theory to investigate the impact of perceived donor warmth and the type of donation on consumer evaluations of the firm in the context of corporate giving. Across two studies, the authors explain the processual mechanism of the effect of donor warmth and donation type (intangible vs. tangible) on consumer evaluations as reflected in attitude toward the company, charitable credit, and word of mouth (WOM). This research provides three key findings. First, donor warmth favorably influences consumer evaluations directly as well as indirectly via perceived altruism. Second, the positive impact of donor warmth on consumer evaluations is contingent upon the type of donation. Third, the indirect effects of donor warmth via perceived altruism on consumer evaluations vary by the type of donation offered, and the impact is stronger for tangible donations than for intangible donations. The authors discuss the theoretical and practical implications for corporate giving.