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Baseline testosterone moderates the effect of money exposure on charitable giving intent
Author(s) -
Dinsmore John B.,
Stenstrom Eric P.,
Kunstman Jonathan W.
Publication year - 2021
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.21368
Subject(s) - prosocial behavior , psychology , testosterone (patch) , donation , social psychology , begging , developmental psychology , medicine , economics , theology , philosophy , economic growth
Prior research has conflicting evidence of the effects of money exposure on prosocial behavior, begging the question of potential moderators of the effect. The current research examines the role of baseline testosterone, a correlate of both status and status‐seeking behaviors, in moderating the effect of money exposure on charitable giving intent. An experiment involving 92 male students ( M age = 20.46, standard deviation = 2.28) found baseline testosterone levels moderating the effect of money exposure ( b = −.02, t = 3.46, p < .001, 95% confidence interval [CI] [−0.057, −0.002]), with low‐T males exposed to money showing significantly higher charitable donation intent (vs. control; b = 1.21, t = 2.24, p = .028, 95% CI [0.135, 2.293]) and high‐testosterone males exhibiting significantly lower ( b = −1.46, t = 2.68, p = .009, 95% CI [−2.545, −0.378]). These findings show instances where money exposure can enhance, rather than inhibit, prosocial intentions that have broad implications for the study and practice of marketing.