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
Share Proceeding
Featured papers
See MoreFeatured
Love is Blind: How Sensory Liking Impacts Perceptions of Unbranded Products
Jennifer L Stoner, University of North Dakota
Maria A Rodas, University of Minnesota, USA
Featured
O8. Valuation and Allocation of Bought Time
Eisa Sahabeh Tabrizi, University of Southeast Norway
Marit Engeset, University of Southeast Norway
Luk Warlop, Norwegian School of Management, Norway
Featured
N2. The Devil Wears FAKE Prada: Dual Envy Theory Explains Why Consumers Intend to Purchase Non-Deceptive Luxury Counterfeits
Tanvi Gupta, Indian Institute of Management Bangalore
Preeti Krishnan Lyndem, Indian Institute of Management Bangalore