Communal and exchange relationship perceptions as separate constructs and their role in motivations to donate

Jennifer Wiggins Johnson, Pamela E. Grimm

Journal of Consumer Psychology · 2010 · Volume 20 · Issue 3

DOI: 10.1016/j.jcps.2010.06.018

Abstract

Researchers have operationalized communal and exchange relationship perceptions as either mutually exclusive categories or opposite ends of a continuum. This research conceptualizes these relationships as distinct constructs that should be measured separately. We develop multi-item measures of communal and exchange relationship perceptions and find that they are actuallypositivelycorrelated. We also examine the way communal and exchange relationship perceptions combine to influence intrinsic, extrinsic, andsocialmotivations to donate, a category stipulated in economics, but not in psychology. We find that both relationship perceptions influence consumer attitudes toward donating through a mix of intrinsic, extrinsic, and social motivations.

Keywords

Communal and exchange relationships, Motivation, Donation behavior

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