Abstract:

Based on 3 empirical studies, the authors analyze the influence of recognition’s type on subsequent donation performance. Study 1 discovers that gratitude recognition can promote subsequent donation performance and commend recognition inhibit subsequent donation performance. Public degree doesn’t influence the effect of gratitude recognition on subsequent donation behavior, but decreases the donation performance of individuals who receive commend recognition. Moral identity internalization is positive related to the influence of both two recognitions on subsequent donation performance. The current study provides suggestions for charities to employ appropriate recognitions.

Key words: recognition type, self-perceived altruism, donation, moral identity internalization