Donating Cash Or Donating Objects? How Donation Type Determines Donation Likelihood

Non-profits are concerned that in-kind donations cause more harm than benefits. Nonetheless, this research provides evidence that donors consistently prefer in-kind donations over cash across different situations. We also show that donors’ preference for in-kind donations can be attenuated by low construal levels or strengthened by high imaginal processing ability.


Xiaozhou (Zoe) Zhou and Dilney Gonçalves (2020) ,"Donating Cash Or Donating Objects? How Donation Type Determines Donation Likelihood", 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: 814-815.


Xiaozhou (Zoe) Zhou, IE Business School, Spain
Dilney Gonçalves, IE Business School, IE University, Spain


NA - Advances in Consumer Research Volume 48 | 2020

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