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

Share Proceeding

Featured papers

See More


Too Much of a Good Thing? Consumer Response to Changes in Brand Essence

Tarje Gaustad, Kristiania University College
Bendik Samuelsen, BI Norwegian Business School
Luk Warlop, Norwegian School of Management, Norway
Gavan Fitzsimons, Duke University, USA

Read More


Q8. Avatars, Consumers and Possession in Online Gaming

Feihong Hu, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Chihling Liu, Lancaster University, UK

Read More


Sustainable Luxury: a Paradox or a Desirable Consumption?

Jennifer Jung Ah Sun, Columbia University, USA
Silvia Bellezza, Columbia University, USA
Neeru Paharia, Georgetown University, USA

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.