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



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