Wearing Your Heart on Your Sleeve: The Effects of Conspicuous Compassion on Identity Signaling and Charitable Behavior

<p>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. </p>

Name thesis:degree_name

Doctor of Philosophy

Level thesis:degree_level

Doctoral

Discipline thesis:degree_discipline

Business

Grantor

The Graduate School and University Center of The City University of New York

Year dc:date.available

2014

Author dc:creator

• Rogers, Zoe

Advisor dc:contributor.advisor

• Stephen J. Gould

• Advertising and Promotion Management
• Marketing
• cause-related marketing
• conspicuous
• donation
• identity
• signaling

Repository record dc:identifier

https://academicworks.cuny.edu/gc_etds/276

OAI identifier oai:identifier

oai:academicworks.cuny.edu:gc_etds-1275