Waiting and Watching: the Effects of Observing Others’ Point-Of-Payment Prosocial Decisions

Retailers often insert charitable appeals at the point-of-payment, making consumer responses to such appeals socially observable. The current research explores how in-store observation of another’s prosocial decision influences one’s own charitable response, finding that observed fast donation refusals are perceived as easier, subsequently reducing how much donors give.



Citation:

Jillian Hmurovic and Cait Lamberton (2019) ,"Waiting and Watching: the Effects of Observing Others’ Point-Of-Payment Prosocial Decisions", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 275-280.

Authors

Jillian Hmurovic, University of Pittsburgh, USA
Cait Lamberton, University of Pittsburgh, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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