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http://dx.doi.org/10.5392/JKCA.2020.20.01.675

The Influence of Attachment Anxiety on Charity Appeals  

Kwon, Daeun (근로복지공단)
Jeong, Hyewook (충남대학교 경영학부)
Publication Information
The Journal of the Korea Contents Association / v.20, no.1, 2020 , pp. 675-683 More about this Journal
Abstract
This study has investigated how attachment anxiety boosts the attitude on charity appeals. Drawing on the attachment theory, we tested the hypothesis that increasing attachment anxiety (both dispositionally and temporarily primed) would have favorable attitudes towards charity appeals relates to social identification. Participants in high attachment anxiety showed more favorable attitudes towards charity appeals which can fulfill their social needs. Needs for belongness mediated the relationship between charity appeals and attachment anxiety. While past research has focused on the attachment security as motivation for helping, The current study has focused on egoistic motivation for helping and examined that attachment insecurities leads more favorable attitudes towards charity appeals that fulfill their social needs. The current study demonstrates that social needs can motivate consumers' prosocial behavior. Implications for the theory of non-profit marketing are discussed.
Keywords
Attachment Anxiety; Charitable Giving; Social Identification;
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