The downside of purchasing a servant brand: The effect of servant brand consumption on consumer charitable behavior

Abstract Charitable behaviors are essential to organizations and consumers. The majority of research to date has focused on the personal characteristics of donators and donation recipients that influence charitable behaviors. However, our understanding of the influence of the shopping process on subsequent charitable behaviors is limited. In this study, we focus on how purchasing a servant brand could influence consumers' subsequent charitable behavior. Across five studies, we investigated the effect of purchasing a servant (vs. partner) brand on consumers' subsequent charitable behaviors. This effect occurs because purchasing a servant brand enhances consumers' dominance‐feeling and reduces their feelings of empathy, and their reduced empathy in turn undermines their subsequent willingness to donate. Finally, we demonstrate the moderating roles of power distance beliefs and shopping environment in attenuating the detrimental effect of servant brand consumption on reduced empathy and subsequent charitable behaviors. These findings offer important insights into the ubiquitous nature of brands in consumers' everyday lives by detailing how servant brand consumption influences charitable behavior.