Your Name Matters: the Positive Effect of Donor Identification on Beneficiaries’ Reactions
How does anonymous donation affect the beneficiary’s reactions? Six studies showed that compared to receiving an anonymous donation, merely disclosing the name of the donor can encourage the beneficiary to act in accordance with the donor’s expectations and use the donation properly.
Yunqing Chen and Leilei Gao (2019) ,"Your Name Matters: the Positive Effect of Donor Identification on Beneficiaries’ Reactions", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 512-512.
Yunqing Chen, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China
NA - Advances in Consumer Research Volume 47 | 2019
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