Incentivized Persuaders Are Less Effective: Evidence From Fundraising Experiments

In a two-part study, we find that incentivizing individuals to recruit donations affects prosocial outcomes in ways not previously investigated: by crowding out sincerity of expression and thus charity appeals’ effectiveness. Incentives impede individuals’ ability to communicate genuine concern for a cause, which leads donors to be less generous.


Alixandra Barasch, Jonathan Z. Berman, and Deborah A. Small (2014) ,"Incentivized Persuaders Are Less Effective: Evidence From Fundraising Experiments", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 405-405.


Alixandra Barasch, University of Pennsylvania, USA
Jonathan Z. Berman, University of Pennsylvania, USA
Deborah A. Small, University of Pennsylvania, USA


NA - Advances in Consumer Research Volume 42 | 2014

Share Proceeding

Featured papers

See More


The Preference for Simultaneity: When Different Events Happen to Different People at the Same Time

Franklin Shaddy, University of Chicago, USA
Yanping Tu, University of Florida, USA
Ayelet Fishbach, University of Chicago, USA

Read More


F10. Food Waste: On the Normalization of Structural Violence

Andreas Plank, Privatuniversität Schloss Seeburg

Read More


The Effect of Fertility on Women’s Word-of-Mouth Behavior

Sevincgul Ulu, Rutgers University, USA
Kristina Durante, Rutgers University, USA
Jonah Berger, University of Pennsylvania, USA
Aekyoung Kim, Rutgers 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.