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
Decisional Conflict Predicts Myopia
Paul Edgar Stillman, Ohio State University, USA
Melissa Ferguson, Cornell University, USA
Featured
L7. The Joy of Shopping: Reconciling Mixed Effects of Positive Emotions on Shopping Behavior
Kelley Gullo, Duke University, USA
Duncan Simester, Massachusetts Institute of Technology, USA
Gavan Fitzsimons, Duke University, USA
Featured
Narrow Algorithmic Searches Perpetuate Bias
Eugina (Wai Lun) Leung, Erasmus University Rotterdam, The Netherlands
Oleg Urminsky, University of Chicago, USA