When Money Doesn’T Talk: Corporations Receive Less Credit For Monetary Donations
Our studies demonstrate that people evaluate corporations more favorably when they donate goods rather than money, while the opposite pattern holds true for individual donors. These results suggest that consumers value authentic motives for corporate donations, and view donations of goods (vs. money) as fundamentally more authentically motivated.
Citation:
Rachel Gershon and Cynthia Cryder (2016) ,"When Money Doesn’T Talk: Corporations Receive Less Credit For Monetary Donations", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 455-456.
Authors
Rachel Gershon, Washington University, USA
Cynthia Cryder, Washington University, USA
Volume
NA - Advances in Consumer Research Volume 44 | 2016
Share Proceeding
Featured papers
See MoreFeatured
Always Trust in Your Friends? Cross-cultural Effects of Review Source and Incentives on Trustworthiness
Dionysius Ang, Leeds University Business School
Featured
K11. Effects of Emotional vs. Rational Thinking on Consumer Responses to Verbal Precision
Ann Kronrod, University of Massachusetts, USA
Guang-Xin Xie, University of Massachusetts Boston
Shai Danziger, Tel Aviv University, Israel
Featured
Feeling Bad by Wanting More or Wanting More by Feeling Bad: The Materialism - Well-Being Cycle
Esther Doriette Tamara Jaspers, Massey University
Rik Pieters, Tilburg University, The Netherlands