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.


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.


Shelly Rathee, University of Utah, USA
Arul Mishra, University of Utah, USA
Himanshu Mishra, University of Utah, USA


NA - Advances in Consumer Research Volume 47 | 2019

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