Alleviating Risk Aversion to Uncertain Impact Donations
Organizations raising funds for sustainable solutions to today’s issues face a major problem: donations to their causes are inherently risky, yet consumers are widely risk averse. In four studies (N=1,870), we show that consumers are more likely to donate to uncertain high-impact charities when other, concrete impacts are made salient.
Shoshana Segal and Joshua Lewis (2021) ,"Alleviating Risk Aversion to Uncertain Impact Donations", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 208-208.
Shoshana Segal, New York University
Joshua Lewis, New York University
NA - Advances in Consumer Research Volume 49 | 2021
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