The distinct effects of gratitude and pride on donation choice and amount

Consumer donation behavior includes the decision to donate and the amount donated. However, most previous
work in this area implies that findings apply to both dimensions of the donation decision. The current research
adopts an evolutionary psychology perspective to examine the role of two positive emotions – pride and gratitude
– on the decision to donate and how much is donated. Two experimental studies demonstrate that pride positively
influences the decision to donate when the donation is recognized; however, pride does not influence the
amount that is donated. In contrast, gratitude positively influences the decision to donate and the amount
donated via an affiliation motive, regardless whether the donation is recognized. This research contributes to the
literature of prosocial behavior in the form of donating, by clarifying the role of positive emotions on each
dimension of donation behavior.