Construing Charity: Consumer Construal Level and Charitable Contributions of Time Versus Money

Rhiannon MacDonnell , University of Calgary, Canada
Katherine White , University of British Columbia, Canada
Across three studies, the results reveal that a concrete marketing message is more effective at generating contributions of money (vs. time), whereas an abstract mindset increases consumer willingness to donate time (vs. money) to a charitable cause. Implications for research and practice are discussed.
[ to cite ]:
Rhiannon MacDonnell and Katherine White (2012) ,"Construing Charity: Consumer Construal Level and Charitable Contributions of Time Versus Money", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 250-254.