Giving More Or More Giving: Comparing the Appeal to Make a Difference Versus Express Support in Charitable Giving

We distinguish two motivations underlying giving: expressing support for a charitable cause versus making a difference to a cause. We find that appeals to express support generate a larger number of smaller contributions, whereas appeals to make a difference generate a smaller number of larger contributions.



Citation:

Minjung Koo, Ayelet Fishbach, and Hye Kyung Park (2017) ,"Giving More Or More Giving: Comparing the Appeal to Make a Difference Versus Express Support in Charitable Giving", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 714-715.

Authors

Minjung Koo, SKK GSB, Sungkyunkwan University, Korea
Ayelet Fishbach, University of Chicago, USA
Hye Kyung Park, Community Chest of Korea, Korea



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

The Influence of Goal Specificity on Planning Effectiveness: A Meta-Analysis

Ekaterina Napolova, University of Technology Sydney
Francois Carrillat, University of Technology Sydney
Leona Tam, University of Technology Sydney

Read More

Featured

A Journey with no Return into the Animal Kingdom: The Role of Tattooing in the Construction of the Collective Identity of the Vegan and Vegetarian Movement

Renata Andreoni Barboza, IBMEC-Instituto Brasileiro de Mercado de Capitais
Tania Modesto Veludo-de-Oliveira, Escola de Administração de Empresas de São Paulo da Fundação Getulio Vargas (FGV EAESP)

Read More

Featured

Memory-Based Models of Predicting Inferences about Brand Quality

Yvetta Simonyan, University of Bath, UK
Dan Goldstein, Microsoft Research

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.