Ego Depletion and Charitable Support: The Moderating Role of Self-Benefit and Other-Benefit Charitable Appeals

This research investigates the interaction between ego depletion (a state of reduced self-regulatory resources) and different types charitable message appeals upon subsequent support. Three experiments compare time donation intent actual monetary donations depleted (vs. non-depleted) individuals who have been exposed to either a self-benefit message, highlighting gains be accrued donors themselves, or an other-benefit which focuses on welfare beneficiaries. The results show that when people are depleted, messages more effective than in generating When not opposite pattern is observed. It appears generosity among self-seeking. As processing mechanism, we perceive as appealing messages. demonstrates charities can maximize by advertising morning then evening, given occurs naturally over course day.