When Do Gifts Help Charitable Giving and When Do They Hurt?

George E. Newman, Yale University, USA
Y. Jeremy Shen, Yale University, USA
The present studies examine the conditions under which incentives, like gifts, are likely to either increase or decrease charitable giving. Results indicate that when an offer is framed as an altruistic donation, gifts decrease charitable giving, while when the same offer is framed as a “purchase,” gifts increase charitable giving.
[ to cite ]:
George E. Newman and Y. Jeremy Shen (2011) ,"When Do Gifts Help Charitable Giving and When Do They Hurt? ", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 215.