Double Anchors in an Online Charitable Giving Platform: the Limitation of Small Suggested Amount Solicitation

This research proposes a two-stage anchoring process model that analyzes the anchoring behavior of consumers in charitable giving when a solicitation message contains double anchors such as suggested amount and target amount. Specifically, transition of anchoring behavior under manipulation of amount size in suggested amount and target amount is observed.



Citation:

Sohyeon Park (2020) ,"Double Anchors in an Online Charitable Giving Platform: the Limitation of Small Suggested Amount Solicitation", 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: 1233-1233.

Authors

Sohyeon Park, Korea University, Korea



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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