Influence of Hedonic Versus Utilitarian Framing on Donation Behavior
The current research shows that sacrifice associated with donations is an important motivator of donation behavior. This article examines how reference to unrelated food in the "giving-up" donation appeal (e.g., Donate $2. Note, $2 is the same as giving up Blueberry Muffins) affects consumers’ willingness to donate and donation rates.
Citation:
Shelly Rathee, Arul Mishra, and Himanshu Mishra (2019) ,"Influence of Hedonic Versus Utilitarian Framing on Donation Behavior", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 146-151.
Authors
Shelly Rathee, University of Utah, USA
Arul Mishra, University of Utah, USA
Himanshu Mishra, University of Utah, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
Share Proceeding
Featured papers
See MoreFeatured
When products become autonomous: Drawbacks of a perceived lack of control and how to resolve it
Moritz Joerling, RWTH Aachen University
Robert Böhm, RWTH Aachen University
Stefanie Paluch, RWTH Aachen University
Featured
A5. Trusting the Tweeting President: Inside the Donald's reality: Gaslighting, pschometrics and social media
Dianne Dean, University of Hull
Fiona Walkley, Hull University Business School
Robin Croft, Brunel University
Featured
The Anchoring Effects of Temperature Cues on Price Valuations
Michael Barbera, Barbera Solutions
Gavin Northey, University of Auckland, New Zealand
Felix Septianto, University of Auckland, New Zealand
Vicki Andonopoulos, University of New South Wales
Catherine Frethey-Bentham, University of Auckland, New Zealand