Please use this identifier to cite or link to this item:

Charitable giving after indulgence : forgiveness for past sins

File Description SizeFormat 
Hwang_Hyekyung_r.pdfVersion for non-UH users. Copying/Printing is not permitted709.85 kBAdobe PDFView/Open
Hwang_Hyekyung_uh.pdfVersion for UH users730.15 kBAdobe PDFView/Open

Item Summary

Title: Charitable giving after indulgence : forgiveness for past sins
Authors: Hwang, Hyekyung
Keywords: International Management
charitable donations
Issue Date: May 2012
Publisher: [Honolulu] : [University of Hawaii at Manoa], [May 2012]
Abstract: Previous studies have shown that consumers are more likely to make indulgent choices after making charitable contributions. Indulgent purchases become easier to justify and rationalize when they are linked to charitable contributions, and thus are more likely to occur. This paper further investigates how the virtues of charitable contributions offset the sins of making indulgent choices. The main findings are fourfold. First, people are willing to make greater charitable contributions in money and in time after making more indulgent choices, as compared to non-indulgent choices. I call this the "forgiveness" effect. Giving to charities, in part, offers forgiveness for the sins of a prior indulgence. Furthermore, I demonstrate that people in fact make even greater proportional charitable contributions relative to indulgent spending, when charitable giving follows rather than precedes indulgent choices. That is, the relative magnitude of the forgiveness effect is greater than the previously documented licensing effect. Third, the magnitude of the forgiveness effect is greater to the extent that people use more abstract mental models. And finally, I demonstrate that the forgiveness effect is based on choosing indulgences, not necessarily on spending money or time on indulgences.
Description: Ph.D. University of Hawaii at Manoa 2012.
Includes bibliographical references.
Appears in Collections:Ph.D. - International Management

Please email if you need this content in an ADA-compliant format.

Items in ScholarSpace are protected by copyright, with all rights reserved, unless otherwise indicated.