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    This summary is machine-generated.

    Consumers sometimes donate to harm others, a behavior termed "retributive philanthropy." This differs from traditional prosocial giving, driven by perceived wrongdoing and a desire for retribution.

    Keywords:
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    Area of Science:

    • Consumer Behavior
    • Psychology
    • Sociology

    Background:

    • Prosocial behavior research traditionally focuses on altruistic or self-interested motives for charitable giving.
    • Recent high-profile cases reveal consumers using donations to harm others, a phenomenon requiring investigation.

    Purpose of the Study:

    • Define and examine "retributive philanthropy," a donation motive driven by perceived wrongdoing and a desire for retribution.
    • Differentiate retributive philanthropy from traditional prosocial behaviors.

    Main Methods:

    • A multimethod approach including qualitative interviews with perpetrators and targets.
    • Analysis of real-world donation data from antivaccine protestors.
    • Five lab and five supplementary studies investigating influencing factors.

    Main Results:

    • Qualitative data revealed themes of blameworthiness, negative affect, and a desire to harm.
    • Real-world data showed perceived wrongdoing and outrage linked to retributive donations.
    • Lab studies demonstrated the impact of perceived wrongdoing, harm, efficacy, and authoritarianism on retributive donations.

    Conclusions:

    • Retributive philanthropy is an emerging donation mode distinct from prosocial behavior.
    • This behavior is emotionally, motivationally, and behaviorally unique.
    • Findings have significant implications for consumers and charitable marketers.