Retributive Philanthropy

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.