Fifty Cents Or a Greeting Card? the Effects of Monetary and Non-Monetary Pre-Giving Incentives on Charitable Donation

Bingqing (Miranda) Yin, School of Business, University of Kansas, USA
Yexin (Jessica) Li, School of Business, University of Kansas, USA
Surendra Singh, School of Business, University of Kansas, USA
We examined the effects of monetary and non-monetary pre-giving incentives on donations. Small monetary incentives induced higher donation intention but lower donation amounts compared to equal-value non-monetary incentives and no incentives. Results are explored via reciprocation, and communal and exchange relationship due to pre-giving.
[ to cite ]:
Bingqing (Miranda) Yin, Yexin (Jessica) Li, and Surendra Singh (2015) ,"Fifty Cents Or a Greeting Card? the Effects of Monetary and Non-Monetary Pre-Giving Incentives on Charitable Donation", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 815-815.