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


Perceptions of Disability in the Marketplace: Moral Character Inferences and Persuasion

Helen van der Sluis, Arizona State University, USA
Adriana Samper, Arizona State University, USA
Kirk Kristofferson, Ivey Business School

Read More


Asymmetry in Susceptibility to Fake News due to Political Orientation

Hyerin Han, University of Minnesota, USA
Ryan Wang, University of Minnesota, USA
Akshay Rao, University of Minnesota, USA

Read More


The “Break-in” Effect: A Token Gesture Can Increase Task Initiation and Prevent Goal Abandonment

Adelle Xue Yang, National University of Singapore, Singapore
Babu Gounder, University of Miami, USA
Rajesh Bagchi, Virginia Tech, 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.