Date of Degree
Stephen J. Gould
Advertising and Promotion Management | Marketing
cause-related marketing, conspicuous, donation, identity, signaling
Conspicuous compassion is one type of prosocial behavior that involves the purchase and wearing of merchandise that supports a cause. This research considers the effects that conspicuous compassion has on signaling to others and signaling to the self and the factors that influence these types of signaling. This research shows that self-signaling is influenced more by whether the merchandise supported (vs. did not support) a cause, while other-signaling is more influenced by the public (vs. private) dimension of the message on the merchandise. This research also examines a two-path model of the effects of conspicuous compassion on subsequent charitable behavior, through both self-signaling and other-signaling. Two boundary conditions, individuals' self-importance of symbolization moral identity and the differences between the purchasing and wearing components of conspicuous compassion, are also examined.
Rogers, Zoe, "Wearing Your Heart on Your Sleeve: The Effects of Conspicuous Compassion on Identity Signaling and Charitable Behavior" (2014). CUNY Academic Works.