Maximizing the Effectiveness of Disaster Relief Contribution: the Idea of Fit to Control

This paper supports that corporate contributions of money to a human-made disaster receive more positive evaluations than the contribution of service, whereas corporate contributions of service to a natural disaster receive more positive evaluations than monetary contributions. Fit perception by consumers with higher desirability of control drives this effect.



Citation:

Yoshiko DeMotta, Diogo Hildebrand, Ana Valenzuela, and Sankar Sen (2011) ,"Maximizing the Effectiveness of Disaster Relief Contribution: the Idea of Fit to Control", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 651-652.

Authors

Yoshiko DeMotta, Baruch College, USA
Diogo Hildebrand, CUNY Graduate Center, Baruch College, USA
Ana Valenzuela, Baruch College, USA
Sankar Sen, Baruch College, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



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