סמינר בשיווק

Eyal Peer .  Bar-Ilan University  

Consumers derive subjective utility (“warm glow”) from charitable giving, but they also get subjective disutility when donations are deducted from their account (“pain of paying”). We explore how and why asking consumers to pledge to donating in the future can increase the amounts they are willing to give. In three experiment we show that the delay in payment must be substantial (e.g., more than a month) for it to have an effect; that it is less affected by debt-aversion, compared to other types of purchases; that it affects mostly the amounts of donations, and not the willingness to donate; that it does not significantly reduce immediate warm glow; and that it does not seem to cannibalize future donations. I will also present a planned field study and discuss future research and potential implications