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Opportunity Cost in Monetary Donation Decisions to Non-identified and Identified Victims
Linköping University, Department of Behavioural Sciences and Learning, Psychology. Linköping University, Faculty of Arts and Sciences.
Linköping University, Department of Behavioural Sciences and Learning, Psychology. Linköping University, Faculty of Arts and Sciences.
Linköping University, Department of Management and Engineering, Economics. Linköping University, Faculty of Arts and Sciences.
Linköping University, Department of Behavioural Sciences and Learning, Psychology. Linköping University, Faculty of Arts and Sciences. Decis Res, OR USA.
2020 (English)In: Frontiers in Psychology, ISSN 1664-1078, E-ISSN 1664-1078, Vol. 10, article id 3035Article in journal (Refereed) Published
Abstract [en]

Do people consider alternative uses of money (i.e., opportunity cost) when asked to donate to a charitable cause? To answer this question, we examined the effect of providing versus not providing participants with an opportunity cost reminder when they are asked to donate money to causes with identified and non-identified victims. The results of two studies show that when making one-time donation decisions, people become less willing to donate to charity when reminded of opportunity cost, but mainly for non-identified victims. Moreover, framing the opportunity cost reminder as prosocial versus proself did not influence willingness to donate. Overall, our evidence suggests that opportunity cost reminders influence peoples donation behavior depending on whether charities identify supported victims or not.

Place, publisher, year, edition, pages
FRONTIERS MEDIA SA , 2020. Vol. 10, article id 3035
Keywords [en]
charitable giving; opportunity cost; donation; decision-making; identified victim; framing
National Category
Social Sciences Interdisciplinary
Identifiers
URN: urn:nbn:se:liu:diva-163664DOI: 10.3389/fpsyg.2019.03035ISI: 000510918300001PubMedID: 32038400OAI: oai:DiVA.org:liu-163664DiVA, id: diva2:1393949
Available from: 2020-02-17 Created: 2020-02-17 Last updated: 2020-03-12

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