Retributive Philanthropy

Prosocial behavior research has historically considered altruistic or self-interested motives as the primary drivers for charitable giving. Recently, however, there have been many high-profile cases wherein consumers use their donations to harm others. The authors define this behavior, characterized by a desire for retribution resulting from witnessing or experiencing volitional wrongdoing, as "retributive philanthropy" and examine this phenomenon using a multimethod approach. Qualitative interviews with perpetrators and targets of retributive philanthropy reveal key themes of blameworthiness judgments, strong negative affect, and a desire to harm as a terminal goal of donation-none which are typically associated with prosocial behaviors. Analysis of real-world antivaccine protestor donation data finds similar themes of perceived wrongdoing and outrage related to retributive donations in a large-scale context. Five lab studies and five supplementary studies then demonstrate the effects of perceived volitional wrongdoing, harm, efficacy, and authoritarianism on willingness to make retributive donations. Together, these findings offer critical insight into an emerging mode of donation that is emotionally, motivationally, and behaviorally distinct from traditional prosocial behavior and has important implications for consumers and charitable marketers.

• 저널Journal of Marketing Research · 62(5) · 918–936
• 토픽Nonprofit Sector and Volunteering · Sociology and Political Science
• DOI10.1177/00222437251320021
• 저자Ethan Milne, Kirk Kristofferson, Miranda R. Goode