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.


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.


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


NA - Advances in Consumer Research Volume 47 | 2019

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