Effects of Grandiose and Vulnerable Narcissism on Donation Intentions: The Moderating Role of Donation Information Openness

Hyeyeon Yuk,Euejung Hwang,Tony C Garrett

doi:10.3390/su13137280

Abstract

This study investigated the relationship between two subtypes of narcissism (grandiose vs. vulnerable) and donation intentions, while considering the moderating effects of donation information openness. The results of an experimental survey of 359 undergraduate students showed that individuals who scored high on grandiose narcissism showed greater donation intentions when the donor’s behavior was public, while they showed lower donation intentions when it was not. In addition, individuals who scored high on vulnerable narcissism showed lower donation intentions when the donor’s behavior was not public. This study contributes to narcissism and the donation behavior literature and proposes theoretical and practical implications as per narcissistic individual differences. Future research possibilities are also discussed.

Highlights

Nowadays, it is a firm’s social responsibility and an individual’s prosocial behavior that is crucial to the sustainable development of society [1]
The results showed that respondents exposed to the high donation information openness condition had greater donation intention, grandiose narcissism positively and significantly associated with donation intentions (β = 0.06, p < 0.05)
The results showed that for those who perceived high donation information openness in the fundraising campaign, vulnerable narcissism was not significantly associated with donation intentions (β = 0.03, p > 0.05)

Summary

Introduction

It is a firm’s social responsibility and an individual’s prosocial behavior that is crucial to the sustainable development of society [1]. Understanding individual differences such as a narcissistic personality is important to contribute to both firms’ and nonprofit organizations’ sustainability. This is because, when a firm’s cause-related marketing (CRM) or a nonprofit organization’s fundraising campaign is based on individual differences, more effective marketing for charitable giving can be implemented, after which we can expect more donations from individuals, which would help to better our world and society at large. The importance of narcissism in prosocial behavior has been examined in previous research [4,5,6], there has been little focus on the relationship between the two narcissism subtypes and donation intentions

Methods

Results

Conclusion