Splitting the Decision: Increasing Donations By Recognizing the Differential Impact of Internal and External Considerations

Tatiana Fajardo, University of Miami, USA
Claudia Townsend, University of Miami, USA
We hypothesize that the decision of whether to donate is determined by considerations internal to the decision-maker, whereas the decision of donation quantity is determined by external factors. By splitting the donation decision and using separate appeals for whether versus how much, we suggest an optimal structure for donation solicitations.
[ to cite ]:
Tatiana Fajardo and Claudia Townsend (2012) ,"Splitting the Decision: Increasing Donations By Recognizing the Differential Impact of Internal and External Considerations", 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.