The Effect of Competitive Labeling on Charitable Donation

Zachary Mendenhall, McGill University, Canada
Ashesh Mukherjee, McGill University, Canada
To motivate donors, charities can display the amount raised by competing donor groups; an approach we call competitive labeling. In the present research, we argue that competitive labeling increases donations when the gap between donor groups is low, but decreases donations when the gap between donor groups is high.
[ to cite ]:
Zachary Mendenhall and Ashesh Mukherjee (2013) ,"The Effect of Competitive Labeling on Charitable Donation", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.