How Does Construal Level Influence Donations to Individuals and Organizations

Danit Ein-Gar, Tel-Aviv University , Israel
Liat Levontin, Interdisciplinary Center (IDC) Herzliya, Israel
Many donation campaigns seem to suggest that people donate more to individuals in need than to organizations -- this is not always true. Specifically, we show that the fit between a donor's construal level and the donation target, either specific or general, affects willingness to donate time and money.
[ to cite ]:
Danit Ein-Gar and Liat Levontin (2011) ,"How Does Construal Level Influence Donations to Individuals and Organizations", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.