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



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