Flocks, Herds, and Families: the Influence of Victim-Unitization on Charitable Giving

Charitable donations are often insensitive to the number of victims. Six studies show that people donate more to multiple victims if those victims are perceived as a single coherent unit. Because this occurs due to an increased emotional response, unitizing negative victims actually decreases donations.



Citation:

Katherine Burson, Robert Smith, and David Faro (2011) ,"Flocks, Herds, and Families: the Influence of Victim-Unitization on Charitable 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

Katherine Burson, University of Michigan, USA
Robert Smith, University of Michigan, USA
David Faro, London Business School, UK



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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