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Online Fundraising, Self-Image, and the Long-Term Impact of Ask Avoidance.

Authors :
Adena, Maja
Huck, Steffen
Source :
Management Science; Feb2020, Vol. 66 Issue 2, p722-743, 22p
Publication Year :
2020

Abstract

We provide the first field evidence pointing at the role of pure self-image, independent of social image, in charitable giving. In an online fundraising campaign for a social youth project run on an opera ticket booking platform, we document how individuals seem to engage in self-deception to preserve their self-image. In addition, we provide evidence on stark adverse long-run effects of the fundraising campaign for ticket sales. "Avoiding the ask," opera customers who faced more insistent online fundraising buy fewer tickets in the following season. Our results suggest that fundraising management should not decide in isolation about their campaigns, even if very successful. Rather, broader operational concerns have to be considered. This paper was accepted by Yan Chen, decision analysis. [ABSTRACT FROM AUTHOR]

Details

Language :
English
ISSN :
00251909
Volume :
66
Issue :
2
Database :
Complementary Index
Journal :
Management Science
Publication Type :
Academic Journal
Accession number :
141806097
Full Text :
https://doi.org/10.1287/mnsc.2018.3232