More Or More Giving: When the Appeal Determines the Pattern of 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 (2018) ,"More Or More Giving: When the Appeal Determines the Pattern of Charitable Giving", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 14-18.

Authors

Minjung Koo, Sungkyunkwan University, Korea
Ayelet Fishbach, University of Chicago, USA
Hye Kyung Park, Community Chest of Korea, Korea



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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