How Process Ambiguity in Rewards Influences Subsequent Donations: the Role of Mental Accounting

We find that consumers are more likely to donate rewards earned through an ambiguous process (vs. certain process), because they place these rewards in an independent account, whereas rewards obtained from a certain process were booked as deductions from payment accounts. We also test two boundary conditions for the effect.


Haijiao Shi, Rong Chen, and Xiaobing Xu (2020) ,"How Process Ambiguity in Rewards Influences Subsequent Donations: the Role of Mental Accounting", 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: 1208-1208.


Haijiao Shi, Tsinghua University
Rong Chen, Tsinghua University, China
Xiaobing Xu, Hainan University


NA - Advances in Consumer Research Volume 48 | 2020

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