11-F: Looking a Free Gift in the Mouth: the Effect of Free Gifts on Charitable Behavior

Charities often include free gifts such as cards, stickers, pens, calendars, and memory sticks in their donation appeals. Using the theoretical perspective of fit, this research identifies gift origin as a new moderator of the effect of free gifts on charitable behavior.



Citation:

Ashesh Mukherjee, Raj Raghunathan, and Sumitra Auschaitrakul (2017) ,"11-F: Looking a Free Gift in the Mouth: the Effect of Free Gifts on Charitable Behavior", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1050-1050.

Authors

Ashesh Mukherjee, McGill University, Canada
Raj Raghunathan, University of Texas at Austin, USA
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce, Thailand



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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