Effortful But Valuable: How Perceptions of Effort Affect Charitable Gift Choice and Valuations of Charity
There has been a recent trend in charitable giving, in which increasing number of donors are requesting that their gifts be used for a specific initiative, instead of being directed to a charity’s general, unrestricted fund. The present research examines what affects consumers’ gift choice decisions and why.
Citation:
Haesung Annie Jung and Marlone Henderson (2018) ,"Effortful But Valuable: How Perceptions of Effort Affect Charitable Gift Choice and Valuations of Charity", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 630-632.
Authors
Haesung Annie Jung, University of Texas at Austin, USA
Marlone Henderson, University of Texas at Austin, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
When the Ends Do Not Justify Paying for the Means: Consumers Prefer Shifting Costs from Means to Goals
Franklin Shaddy, University of Chicago, USA
Ayelet Fishbach, University of Chicago, USA
Featured
K9. Measuring Internet Slang Style in Advertisement: Scale Development and Validation
Shixiong Liu, Shenzhen University
Yi Wu, Tsinghua University
Wu Gong, Shenzhen University
Featured
R6. The Anatomy of a Rival: The Influence of Inequity and Resentment on Rival Brands
Diego Alvarado-Karste, University of North Texas
Blair Kidwell, University of North Texas