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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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