How Implicit Theories Can Enhance or Reduce Charitable Behavior

Yoni Yoon, Doctoral Student, Korea University Business School, Korea University, Seoul, KoreaFollow
Jongwon Park, Professor of Marketing, Korea University Business School, Korea University, Seoul, KoreaFollow

Abstract

Whether real or merely conceived, the distance to beneficiaries impairs individuals' generosity. This makes it important, both theoretically and practically, to identify factors that can promote prosocial behavior toward distant others. The present research identifies implicit self-theories (i.e., individuals' lay beliefs about the malleability or fixedness of human attributes–-incremental vs. entity theory) as one such factor. Four experiments demonstrate that incremental (vs. entity) theory enhances charitable behavior to distant others by decreasing perceived social distance toward them. We also show that this effect attenuates when the beneficiary is socially close, as consistent with the mediation mechanism. Furthermore, by combining the implications of research on motivational dynamics in collective goal pursuit, we predict and confirm a more nuanced influence of implicit theories on donations, such that the positive effect of incremental theory on giving toward distant others can reverse when the progress of a donation campaign is sufficiently high.

Recommended Citation

Yoon, Yoni and Park, Jongwon (2025) "How Implicit Theories Can Enhance or Reduce Charitable Behavior," Asia Marketing Journal: Vol. 27 : Iss. 2 , Article 4.
Available at: https://doi.org/10.53728/2765-6500.1656