The Neglected Victim Effect

When prospective donors are offered the option of choosing which victim to support from a choice-set of identifiable victims, the choice to donate to one victim is also a decision to neglect another. We show the Neglected Victim Effect, wherein prospective donors prefer not to choose, resulting in decreased donations.


Liat Levontin, Danit Ein-Gar, and Tehila Kogut (2020) ,"The Neglected Victim Effect", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 494-496.


Liat Levontin, Technion University, Israel
Danit Ein-Gar, Tel Aviv University, Israel
Tehila Kogut, Ben Gurion University, Israel


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


The Re-Mediation of Consumer/Brand Relationships Through Voice Shopping: The Case of Amazon Echo

Johanna Franziska Gollnhofer, University of Southern Denmark, Denmark

Read More


Mere and Near Completion

Bowen Ruan, University of Wisconsin - Madison, USA
Evan Polman, University of Wisconsin - Madison, USA
Robin Tanner, University of Wisconsin - Madison, USA

Read More


Shades of Rejections: The Effect of Rejection Frames on Commitment to Choice

Jen H. Park, Stanford University, USA
Itamar Simonson, Stanford University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.