“Giving Against the Odds: When Highlighting Tempting Alternatives Increases Willingness to Donate”

Kelly Goldsmith, Northeastern University, USA
Jennifer S. Danilowitz, Yale University, USA
Ravi Dhar, Yale University, USA
This paper demonstrates how highlighting alternatives to donating money can ironically increase consumers’ willingness to donate. We find that an increase in self-signaling utility underlies this effect. A series of lab and field experiments support our claims.
[ to cite ]:
Kelly Goldsmith, Jennifer S. Danilowitz, and Ravi Dhar (2011) ,"“Giving Against the Odds: When Highlighting Tempting Alternatives Increases Willingness to Donate” ", 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.