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.
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.
Rachel Gershon, Washington University, USA
Cynthia Cryder, Washington University, USA
NA - Advances in Consumer Research Volume 44 | 2016
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