“My Donation Is More Helpful If I Benefit”: Personal Gains Signal Impact of Prosocial Spending

Masha Ksendzova, Boston University, USA
Remi Trudel, Boston University, USA
Perceived impact is an important influence on prosociality. However, it is difficult to evaluate, and researchers need to better understand the proxies consumers rely on. We find that personal gains signal prosocial impact: people judge donations bundled with rewards as more helpful than stand-alone donations of equal or greater value.
[ to cite ]:
Masha Ksendzova and Remi Trudel (2017) ,"“My Donation Is More Helpful If I Benefit”: Personal Gains Signal Impact of Prosocial Spending", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 191-195.