Mixed reasons, missed givings: The costs of blending egoistic and altruistic reasons in donation requests

Do people give more when benefits to others and oneself are emphasized? We propose that mixing egoistic and altruistic reasons reduces the likelihood of giving by increasing individuals' awareness that a persuasion attempt is occurring, which elicits psychological reactance. In Experiment 1, university alumni were less likely to give money to their alma mater when an electronic donation request emphasized both egoistic and altruistic reasons, compared to either reason alone. In Experiment 2, undergraduates reported lower giving intentions when a donation request emphasized an altruistic and an egoistic reason, compared to either altruistic or egoistic reasons alone. In Experiment 3, undergraduates reported lower intentions to give to the Make-A-Wish Foundation when the donation request featured both egoistic and altruistic reasons; this effect was mediated in two stages by increased persuasion awareness and heightened psychological reactance. This research sheds light on when messages that purport to align self-interest and other-interest can backfire.

►We examined the effect of mixing egoistic and altruistic reasons to give. ►Mixing egoistic and altruistic reasons backfired and elicited fewer donations. ►Awareness of persuasive intent and psychological reactance mediated the effect.