Influence of Cost and Self-Control on Individual Donation Behavior: The Promoting Effect of Self-Affirmation

PURPOSE: Donation behavior plays a crucial role in promoting the development of social and public welfare undertakings. Previous studies have partially explored the influencing factors of donation behavior, but effective methods for boosting individuals’ donation behavior remain unclear. Based on the resource dependence theory, our present study further explored the promoting effect of self-affirmation on the relationship among cost, self-control, and individuals’ donation behavior, and provided empirical basis for boosting individuals’ donation behavior. METHODS: In preliminary experiment, Carlson’s real donation paradigm was conducted to examine the effect of cost on individuals’ donation behavior. In experiment 1, we examined the effects of cost, self-control ability, and self-affirmation on individuals’ donation behavior. Individuals with high or low self-control ability were assigned to complete the experimental induction of self-affirmation or non-affirmation. Subsequently, all participants completed the donation task under three cost conditions same as preliminary experiment. In experiment 2, we examined the effects of cost, self-control resource, and self-affirmation on individuals’ donation behavior. Participants were assigned to complete the different Stroop task to induce the state of self-control resource exhaustion or non-exhaustion. Then, they completed the priming of self-affirmation or non-affirmation same as experiment 1. Finally, all participants completed the donation task under three cost conditions same as preliminary experiment. RESULTS: The results of preliminary experiment indicated that participants engaged in more donation behavior under low- and medium-cost conditions compared with high-cost condition. The results of experiment 1 demonstrated that self-affirmation exerted a promoting effect on the donation behavior for individuals with low self-control ability under low-, medium-, and high-cost conditions. The results of experiment 2 demonstrated that self-affirmation promoted the donation behavior of individuals with self-control resource exhaustion under low-, medium-, and high-cost conditions. CONCLUSION: Self-affirmation could promote the donation behavior of individuals with low self-control ability and those with self-control resource exhaustion, whether donation’s cost was high or low. Self-affirmation plays a crucial role for boosting individuals’ donation behavior.