Maximizing the Effectiveness of Disaster Relief Contribution: the Idea of Fit to Control

Yoshiko DeMotta, Baruch College, USA
Diogo Hildebrand, CUNY Graduate Center, Baruch College, USA
Ana Valenzuela, Baruch College, USA
Sankar Sen, Baruch College, USA
This paper supports that corporate contributions of money to a human-made disaster receive more positive evaluations than the contribution of service, whereas corporate contributions of service to a natural disaster receive more positive evaluations than monetary contributions. Fit perception by consumers with higher desirability of control drives this effect.
[ to cite ]:
Yoshiko DeMotta, Diogo Hildebrand, Ana Valenzuela, and Sankar Sen (2011) ,"Maximizing the Effectiveness of Disaster Relief Contribution: the Idea of Fit to Control", 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: 651-652.