The Good, the Bad, and the Red: Does “Giving” Through Buying Replace Direct Giving?

The paper explores whether giving through the purchase of products that allocate a part of their proceeds to charity replaces direct charitable giving, and possibly leads to lowered overall charitable donations. The studies demonstrate reductions in charitable behavior following shopping where a percentage of sales is given to charity. The demonstrated reduction might be sizeable enough that less money is donated in settings where consumers can give through buying rather than giving directly. We follow the studies with a discussion of potential mechanisms underlying this effect and outline follow-up studies.


Aner Tal and Paul Bloom (2008) ,"The Good, the Bad, and the Red: Does “Giving” Through Buying Replace Direct Giving?", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 1038-1039.


Aner Tal, Duke University
Paul Bloom, Duke University


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


A Computational Social Science Framework for Visualizing the Possibility Space of Consumer-Object Assemblages from IoT Interaction Data

Donna Hoffman, George Washington University, USA
Thomas Novak, George Washington University, USA

Read More


O2. The Streaking Star Effect: Why People Want Individual Winning Streaks to Continue More than Group Streaks

Jesse Walker, Cornell University, USA
Thomas Gilovich, Cornell University, USA

Read More


E12. Green versus Premium Choice and Feelings of Pride

Cecilia Souto Maior, Federal University of Paraná
Danielle Mantovani, Federal University of Paraná
Rafael Demczuk, Federal University of Paraná

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.