Construing Charity: Consumer Construal Level and Charitable Contributions of Time Versus Money

Across three studies, the results reveal that a concrete marketing message is more effective at generating contributions of money (vs. time), whereas an abstract mindset increases consumer willingness to donate time (vs. money) to a charitable cause. Implications for research and practice are discussed.


Rhiannon MacDonnell and Katherine White (2012) ,"Construing Charity: Consumer Construal Level and Charitable Contributions of Time Versus Money", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 250-254.


Rhiannon MacDonnell , University of Calgary, Canada
Katherine White , University of British Columbia, Canada


NA - Advances in Consumer Research Volume 40 | 2012

Share Proceeding

Featured papers

See More


The Role of Expectations About Changes in Wealth in Discounting Decisions

Abigail Sussman, University of Chicago, USA
Oleg Urminsky, University of Chicago, USA
Shweta Desiraju, University of Chicago, USA

Read More


Is All That Glitters Gold? The Effect of Product Surface Glossiness on Consumer Judgments

Jiaqi SONG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Gerald J. Gorn, Hong Kong Polytechic University

Read More


The Impact of Previews on the Enjoyment of Multicomponent Multimedia Experiences

Jayson S. Jia, University of Hong Kong
Baba Shiv, Stanford University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.