The Role of Social Connectedness and Social Assurance in Prosocial Consumption: The Mediating Importance of Attitudes Toward Charity
Bibliographic record
Abstract
This research addresses the underexplored nexus between social connectedness, belongingness, and prosocial consumption, focusing on their collective impact on individuals’ intentions to engage in products that support charitable causes. Recognizing people’s innate preference for interpersonal closeness, we investigate the pivotal roles of social connectedness and social assurance as indicators of belongingness in driving consumer choices that contribute to charitable objectives. A total of 242 participants completed a survey designed to assess their sense of belongingness, purchase intentions, and attitudes toward charitable activities. Our findings underscore the mediating effect of attitudes toward charity in predicting the inclination to participate in prosocial consumption. This mediation elucidates the mechanism through which social connectedness and the assurance of belongingness influence individuals to align their purchasing decisions with products that benefit charities, thereby aiding these organizations in achieving their social support targets. Our study contributes to the understanding of the psychological underpinnings of consumer behavior in the context of philanthropy. By elucidating the intricate interplay between social connectedness, belongingness, and charitable attitudes, we provide valuable insights for both scholars and practitioners seeking to comprehend and leverage the factors that drive consumers to make choices aligned with social responsibility. This research offers a clear and solid foundation for the relevance of our study and constructs, emphasizing their significance in shaping the landscape of consumer purchases involving philanthropy.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.002 | 0.006 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.001 | 0.002 |
| Scholarly communication | 0.002 | 0.001 |
| Open science | 0.000 | 0.002 |
| Research integrity | 0.001 | 0.001 |
| Insufficient payload (model declined to judge) | 0.006 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".