Giving More Or More Giving: Comparing the Appeal to Make a Difference Versus Express Support in Charitable Giving

Minjung Koo, SKK GSB, Sungkyunkwan University, Korea
Ayelet Fishbach, University of Chicago, USA
Hye Kyung Park, Community Chest of Korea, Korea
We distinguish two motivations underlying giving: expressing support for a charitable cause versus making a difference to a cause. We find that appeals to express support generate a larger number of smaller contributions, whereas appeals to make a difference generate a smaller number of larger contributions.
[ to cite ]:
Minjung Koo, Ayelet Fishbach, and Hye Kyung Park (2017) ,"Giving More Or More Giving: Comparing the Appeal to Make a Difference Versus Express Support in Charitable Giving", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 714-715.