We Give More: The Impact Of Identity And The Mere Information Effect On Donation Behavior
Author(s)
- Rachel Croson
- Americus Reed
- Jen Shang
Full TextAbstract
Information is presented about a presentation at the Advances in Consumer Research North American Conference on social information and marketing environments in donation behavior. Topics in the presentation include activated identities in decision-making, contextual cues in donation behavior, and gender identity in informers and targets of social information. Field experiments on radio pledges are also described.