Don’T Take My Warm Glow: Unasked Prosocial Gifts Reduce Subsequent Donations

People generally dislike performing tasks that they find difficult and effortful. We demonstrate a simple technique to reduce perceptions of overall effort: we suggest adding a few easy tasks to the end of a sequence of difficult tasks. We call this the “easy addendum effect,” and demonstrate why it emerges.


Edward Yuhang Lai, Julio Sevilla, Mathew S. Isaac, and Rajesh Bagchi (2020) ,"Don’T Take My Warm Glow: Unasked Prosocial Gifts Reduce Subsequent Donations", 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: 101-103.


Edward Yuhang Lai, Virginia Tech, USA
Julio Sevilla, University of Georgia, USA
Mathew S. Isaac, Seattle University, USA
Rajesh Bagchi, Virginia Tech, USA


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


Cheating Your Self: Diagnostic Self-Deceptive Cheating for Intrinsic Rewards

Sara Loughran Dommer, Georgia Tech, USA
Nicole Marie Coleman, University of Pittsburgh, USA

Read More


How Temporal Separation in Budgeting Affects Spending Behavior

Yuna Choe, Texas A&M University, USA
Christina Kan, Texas A&M University, USA

Read More


O4. Will Winning Always Encourage Risk Taking? The Effect of Competition Results and the Closeness of These Results

Beixi Wen, Renmin University of China
En-Chung Chang, Renmin University of China
Chunya Xie, Renmin University of China

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.