The nature of slacktivism: : how the social observability of an initial act of token support affects subsequent prosocial action

• Autores: Kirk Kristofferson, Katherine White, John Peloza
• Localización: Journal of Consumer Research, ISSN-e 1537-5277, Vol. 40, Nº. 6, 2014, págs. 1149-1166
• Idioma: inglés
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• Resumen

  • Prior research offers competing predictions regarding whether an initial token display of support for a cause (such as wearing a ribbon, signing a petition, or joining a Facebook group) subsequently leads to increased and otherwise more meaningful contributions to the cause. The present research proposes a conceptual framework elucidating two primary motivations that underlie subsequent helping behavior: a desire to present a positive image to others and a desire to be consistent with one�s own values. Importantly, the socially observable nature (public vs. private) of initial token support is identified as a key moderator that influences when and why token support does or does not lead to meaningful support for the cause. Consumers exhibit greater helping on a subsequent, more meaningful task after providing an initial private (vs. public) display of token support for a cause. Finally, the authors demonstrate how value alignment and connection to the cause moderate the observed effects