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
Share Proceeding
Featured papers
See MoreFeatured
Consumers' Journey into Access-Based Consumption
Swapnil Saravade, University of Texas Rio Grande Valley
Lorena Garcia Ramon, University of Texas Rio Grande Valley
Jacob Almaguer, University of Texas Rio Grande Valley
Mohammadali Zolfagharian, Bowling Green State University
Hazel H. Dadanlar, University of Texas Rio Grande Valley
Featured
When the Face of Need Backfires: The Impact of Facial Emotional Expression on the Effectiveness of Cause-Related Advertisements
In-Hye Kang, University of Maryland, USA
Marijke Leliveld, University of Groningen, The Netherlands
Rosellina Ferraro, University of Maryland, USA
Featured
The Ritualistic Dimension of Microlending
Domen Bajde, University of Southern Denmark, Denmark
Pilar Silveira Rojas Gaviria, Pontificia Universidad Católica de Chile