Goods or money : how contribution amount influences consumers’ donation format
by Yunbo Zhang
THESIS
2023
M.Phil. Marketing
1 online resource (vii, 32 pages) : illustrations
Abstract
With philanthropy continuously booming, the importance of how donors decide what to
donate cannot be overstated. Results from archival data documenting 1,400 real donations and
four pre-registered experiments (N = 1,606) reveal that, when consumers would like to make
a small contribution, they are more likely to donate goods instead of money. This effect is
driven by heightened impression management concerns when donors make trivial donations.
Donors strategically choose to donate goods rather than money because goods are more
difficult to devalue in monetary terms and are associated with more effort and thoughtfulness.
Also, in line with the proposed mechanism, this effect is attenuated when donations are made
anonymously.
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