Does Repeating Prompt Retreating? How the Structure of Initial Charitable Contributions Impacts the Magnitude of Subsequent Support

Jillian Hmurovic, University of Pittsburgh, USA
Cait Lamberton, University of Pittsburgh, USA
What donation structure maximizes generosity after the first charitable gift? We compare how donating the same total amount in a lump-sum versus recurring-gift format impacts subsequent charitable contributions. Three studies suggest that recurring donations reduce future support, consistent with an anchoring account, but inconsistent with prospect theory and self-signaling predictions.
[ to cite ]:
Jillian Hmurovic and Cait Lamberton (2017) ,"Does Repeating Prompt Retreating? How the Structure of Initial Charitable Contributions Impacts the Magnitude of Subsequent Support", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 661-662.