סמינר בשיווק

AYELET FISHBACH The University of Chicago, Booth School of Business

Holding force constant, a snowball thrown from 10 feet away will hurt more than one thrown from 50 feet away; it will have more impact. I show that people expect charitable donations-much like snowballs-to have more impact on nearby (vs. faraway) targets. Therefore, because making an impact is a powerful motivator of prosocial behavior, people are more willing to take action to help nearby (vs. faraway) causes-independent of social distance. I then explore implications for other forms of metaphorical impact (e.g., when writing their donation with larger font, people feel they have more impact).