The Effect of Competitive Labeling on Charitable Donation

To motivate donors, charities can display the amount raised by competing donor groups; an approach we call competitive labeling. In the present research, we argue that competitive labeling increases donations when the gap between donor groups is low, but decreases donations when the gap between donor groups is high.



Citation:

Zachary Mendenhall and Ashesh Mukherjee (2013) ,"The Effect of Competitive Labeling on Charitable Donation", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.

Authors

Zachary Mendenhall, McGill University, Canada
Ashesh Mukherjee, McGill University, Canada



Volume

NA - Advances in Consumer Research Volume 41 | 2013



Share Proceeding

Featured papers

See More

Featured

Inside Jokes: Humor as social exclusion

Ovul Sezer, University of North Carolina, USA
Brad Bitterly, University of Pennsylvania, USA
Alison Wood Brooks, Harvard Business School, USA
Maurice Schweitzer, University of Pennsylvania, USA
Michael Norton, Harvard Business School, USA

Read More

Featured

Morality Matters in the Marketplace: The Influence of Morally Based Attitudes on Consumer Purchase Intentions

Andrew Luttrell, Ball State University
Jacob Teeny, Ohio State University, USA
Richard Petty, Ohio State University, USA

Read More

Featured

K8. Framing Matters. How Comparisons to Ideal and Anti-Ideal Reference Points Affect Brand Evaluations.

Magdalena Zyta Jablonska, SWPS University of Social Sciences and Humanities
Andrzej Falkowski, SWPS University of Social Sciences and Humanities

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.