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ISSN : 1229-8778
Although previous studies related to donation have mainly focused on the emotional response drawn from the donee or doner's individual differences, this paper pays attention to the effect of consumers' locus of control and their personal experiences regarding donations toward out-group. Donations toward out-group may involve uncertainty or risk in finance, time and social risk compared to donations toward in-group. Hence, locus of control is predicted to cause interaction effect with experienced events on donation behavior. Drawing upon locus of control and doner's characteristics in the donation context, hypothesis 1 posits that people in an internal control will show greater donation preference toward out-group members when they experience a positive event (vs. a negative event) because they feel control and confidence in the efficiency of their donations. Whereas people in an external control will show greater donation preferences when they experience a negative event(vs. a positive event) due to the motive of social connection. This research adopted a scenario and conducted an experiment. The experiment used a 2(locus of control: internal control vs. external control) X 2(valence of event: positive vs. negative) between subject design with the two variables as independent variables. The key dependent variable was donation choice toward out-group (vs. in-group). According to the results of this experiment, participants in an internal control showed higher preference toward African disadvantaged children (vs. Korean disadvantaged children) when they experienced a positive event, whereas those in an external control showed the opposite pattern. In conclusion, consumers' donation preferences to the out-group depend on the locus of control and valence of experienced event. Future research should explore various moderators and examine the mediation. The research findings provide knowledge for better understanding of locus of control and apply it to consumer psychology and marketing areas.
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