Unit Asking: a Method to Boost Donations and Beyond

Christopher Hsee, University of Chicago, USA
Jiao Zhang, University of Miami, USA
Zoe Lu, Shanghai Jiao Tong University, China
Fei Xu, Shanghai Jiao Tong University, China
We introduce a virtually costless method for boosting charitable donations: unit-asking—before asking donors to decide willingness-to-donate for N needy persons, asking them to indicate a hypothetical willingness-to-donate for one of the needy persons. Three studies involving both real and hypothetical fundraisers test and establish the effectiveness of the method.
[ to cite ]:
Christopher Hsee, Jiao Zhang, Zoe Lu, and Fei Xu (2013) ,"Unit Asking: a Method to Boost Donations and Beyond", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.