Unit Asking: a Method to Boost Donations and Beyond

We introduce a virtually costless method for boosting charitable donations: unit-asking—before asking donors to decide willingness-to-donate for N needy persons, asking them to indicate a hypothetical willingness-to-donate for one of the needy persons. Three studies involving both real and hypothetical fundraisers test and establish the effectiveness of the method.


Christopher Hsee, Jiao Zhang, Zoe Lu, and Fei Xu (2013) ,"Unit Asking: a Method to Boost Donations and Beyond", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


Christopher Hsee, University of Chicago, USA
Jiao Zhang, University of Miami, USA
Zoe Lu, Shanghai Jiao Tong University, China
Fei Xu, Shanghai Jiao Tong University, China


NA - Advances in Consumer Research Volume 41 | 2013

Share Proceeding

Featured papers

See More


J6. Cozying up to the Kardashians: A Theory for Consumers' Affinity towards Celebrity Gossip

Jayant Nasa, Indian School of Business
Tanuka Ghoshal, Baruch College, USA
Raj Raghunathan, University of Texas at Austin, USA

Read More


The Subjective Value of Popularity: A Neural Account of Socially Informed Functional Value and Social Value

Robert Goedegebure, Wageningen University, The Netherlands
Irene Tijssen, Wageningen University, The Netherlands
Nynke van der Laan, University of Amsterdam
Hans van Trijp, Wageningen University, The Netherlands

Read More


F1. Reach out in the Darkness: How Unfair Treatments Shape Social Connection Motivation

Yijie Wang, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Mandy Mantian Hu, Chinese University of Hong Kong, China
Ninghua Zhong, Tongji University

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.