The “Opt-Out” Effect: When the Need to Choose Decreases Donations

Choosing between donation targets is a common practice for donors who donate online. We demonstrate the “opt-out” effect – wherein donors refrain from donating when asked to choose between similar victims. This effect is driven by the fear of making a wrong decision and is attenuated when given a differentiating cue.


Danit Ein-Gar, Liat Levontin, and Tehila Kogut (2018) ,"The “Opt-Out” Effect: When the Need to Choose Decreases Donations", 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.


Danit Ein-Gar, Tel-Aviv University, Israel
Liat Levontin, Technion, Israel Institute of Technology, Israel
Tehila Kogut, Ben-Gurion University of the Negev, Israel


E - European Advances in Consumer Research Volume 11 | 2018

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