The Counterintuitive Effects of Thank-You Gifts on Charitable Giving

George E. Newman, Yale University, USA
Y. Jeremy Shen, Yale University, USA
Six studies examined the effects of thank-you gifts on charitable giving. Results indicate that although people have the strong prediction that the offer of thank-you gifts should increase donations, such offers actually reduce charitable donations both in terms of the average amount donated per individual as well as the total amount donated.
[ to cite ]:
George E. Newman and Y. Jeremy Shen (2011) ,"The Counterintuitive Effects of Thank-You Gifts on Charitable Giving", 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.