Attracting prosocial lenders from different cultures to help others in microlending
ISSN: 0736-3761
Article publication date: 31 January 2020
Issue publication date: 11 March 2020
Abstract
Purpose
The purpose of this study is to examine the role of culture and future orientation in lenders’ prosocial microlending behaviors.
Design/methodology/approach
Three experiments examine how different cultural backgrounds, either individualistic or collectivistic, influenced microlenders’ prosocial behaviors, including the amount of microlending, the willingness to help and the length of commitment. Further, the moderating role of future orientation among individualists is investigated.
Findings
Results indicate that cultural differences influence prosocial microlending differently such that individualists give less to people in need compared to collectivists. Further, the author found that future orientation helps lenders in individualistic culture to improve prosocial microlending behaviors.
Originality/value
This paper emphasizes the role of cultural background and future orientation in promoting lenders’ prosocial giving in the context of microlending. The results assist social marketers to understand how to motivate giving behaviors via microlending among lenders in different cultures depending on future orientation.
Keywords
Citation
Hong, J.(J). and Byun, K.-A.(K). (2020), "Attracting prosocial lenders from different cultures to help others in microlending", Journal of Consumer Marketing, Vol. 37 No. 2, pp. 205-214. https://doi.org/10.1108/JCM-09-2018-2868
Publisher
:Emerald Publishing Limited
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