Consumer Evaluations of Corporate Relief Efforts to Disaster Victims: When Controllability Matters

Diogo Hildebrand, Grenoble Ecole De Management, France
Yoshiko Demotta, Fairleigh Dickinson University, USA
Ana Valenzuela, Baruch College, USA and Universitat Pompeu Fabra, Spain
Sankar Sen, Baruch College, USA
We demonstrate that consumer reactions to disaster relief efforts are an interactive outcome of perceived controllability and type of corporate donation. For disasters perceived as controllable, monetary contributions produce higher company evaluations than in-kind contributions of equivalent monetary value. However, the reverse is true for disasters perceived to be uncontrollable.
[ to cite ]:
Diogo Hildebrand, Yoshiko Demotta, Ana Valenzuela, and Sankar Sen (2014) ,"Consumer Evaluations of Corporate Relief Efforts to Disaster Victims: When Controllability Matters", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 65-69.