Conference proceeding
Does Repeating Prompt Retreating? How the Structure of Initial Charitable Contributions Impacts the Magnitude of Subsequent Support
Advances in Consumer Research, Vol.45, p661
01 Jan 2017
Abstract
What donation structure maximizes generosity after the first charitable gift? We compare how donating the same total amount in a lump-sum versus recurring-gift format impacts subsequent charitable contributions. Three studies suggest that recurring donations reduce future support, consistent with an anchoring account, but inconsistent with prospect theory and self-signaling predictions.
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Details
- Title
- Does Repeating Prompt Retreating? How the Structure of Initial Charitable Contributions Impacts the Magnitude of Subsequent Support
- Creators
- Jillian HmurovicCait Lamberton
- Publication Details
- Advances in Consumer Research, Vol.45, p661
- Publisher
- Association for Consumer Research
- Resource Type
- Conference proceeding
- Language
- English
- Academic Unit
- Marketing
- Identifiers
- 991021862315004721