The moral license of a click: How social observability and impression management tendencies moderate the effects of online clicktivism on donation behavior

Token acts of online support, also known as clicktivism, have received much criticism in recent years for suppressing subsequent prosocial behavior. However, whether, when, and why individuals perform less prosocial behavior following these acts remains relatively unknown. To address these questions, we designed a lab experiment in which participants (N = 193) were randomly assigned to engage in public, private, or no act of clicktivism. Consistent with moral self-licensing theory, those who signed an online petition were less likely to donate than those who did not sign any petition. Public clicktivism (compared to private clicktivism) increased donation intentions among those with high impression management tendencies (i.e. high self-monitors). Concerns about one’s moral self-image partially mediated these effects. Theoretical and practical implications of these findings are discussed.