Understanding and Overcoming Overhead Aversion in Charity
Donors tend to avoid charities that dedicate a high percentage of expenses to administrative and fundraising costs, limiting the ability of charities to be effective. In this research we uncover some of the underlying drivers of this “overhead aversion” and test ways to overcome this aversion.
Citation:
Elizabeth Keenan and Ayelet Gneezy (2016) ,"Understanding and Overcoming Overhead Aversion in Charity", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 128-132.
Authors
Elizabeth Keenan, Harvard Business School, USA
Ayelet Gneezy, Rady School of Management, UCSD, USA
Volume
NA - Advances in Consumer Research Volume 44 | 2016
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