9L to Split Or Not to Split? the Impact of the Breadth of Giving on Future Donations

Individuals are increasingly spreading their donations across different charities. In this project, we focus on the consequences of this behavior. A series of studies reveal that when individuals split their donations, instead of donating the same amount to a single NGO, they donate significantly less in the future.



Citation:

Matilde Lucheschi, Oguz A. Acar, and Jonathan Zev Berman (2019) ,"9L to Split Or Not to Split? the Impact of the Breadth of Giving on Future Donations", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 982-982.

Authors

Matilde Lucheschi, City University of London, UK
Oguz A. Acar, City University of London, UK
Jonathan Zev Berman, London Business School, UK



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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