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


J2. Consistence vs. Variety: The Effect of Temporal Orientation on Variety Seeking

YUAN ZHANG, Xiamen University
SHAOQING ZHANG, Quanzhou Normal University

Read More


A Journey with no Return into the Animal Kingdom: The Role of Tattooing in the Construction of the Collective Identity of the Vegan and Vegetarian Movement

Renata Andreoni Barboza, IBMEC-Instituto Brasileiro de Mercado de Capitais
Tania Modesto Veludo-de-Oliveira, Escola de Administração de Empresas de São Paulo da Fundação Getulio Vargas (FGV EAESP)

Read More


F2. Can Stricter Ethical Standards Increase Tolerance for Ethical Misconduct?

Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada

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.