The Sunny Side of Giving

A phone fundraising dataset reveals a substantial influence of weather on charitable giving; donations on clear days are on average 84% higher than on cloudy days. The findings have important implications for fundraisers and donors, but also underscore the powerful influence of everyday environmental factors on decisions of consequence.



Citation:

Cynthia Cryder and Roberto Weber (2011) ,"The Sunny Side of Giving", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

Cynthia Cryder, Washington University in St. Louis, USA
Roberto Weber, Carnegie Mellon University, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

Parallel practices of visual domination and subversion

Veronika Kadomskaia, Monash University, Australia
Jan Brace-Govan, Monash University, Australia
Angela Gracia B. Cruz, Monash University, Australia

Read More

Featured

B2. The Prevention Oriented Chameleon: Mimicry in a Prevention Orientation Leads to More Brand Trust

Judith Willberger, Technical University of Munich
Gavan Fitzsimons, Duke University, USA

Read More

Featured

R14. Are Lonely Consumers Loyal Consumers? Loneliness Breadth and Depth

Eunyoung Jang, Oklahoma State University, USA
Zachary Arens, Oklahoma State University, USA

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.