Dirty Motivation: Using Donations to Mitigate Overhead Aversion

Four studies show that money donated for material benefits (e.g., tax break) would be used in a nonprofit to cover overhead expenses. That is because such money is perceived as tainted and could contaminate the cause. Furthermore, donors prefer charities that use materially motivated money to cover overhead expenses.


Shirly Bluvstein, Dafna Goor, Vicki G. Morwitz, and Alixandra Barasch (2019) ,"Dirty Motivation: Using Donations to Mitigate Overhead Aversion", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 363-366.


Shirly Bluvstein, New York University, USA
Dafna Goor, Harvard Business School, USA
Vicki G. Morwitz, Columbia University, USA
Alixandra Barasch, New York University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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