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How the number of options affects prosocial choice

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  • Herzenstein, Michal
  • Dholakia, Utpal M.
  • Sonenshein, Scott

Abstract

Are potential contributors more likely to support a prosocial cause when presented with few contribution options or with many options? Across four studies—an analysis of archival contribution data from the crowdfunding site Kickstarter, a field experiment conducted in cooperation with a grocery store and a snack bar company, and two controlled laboratory experiments—we consistently find that when a fundraiser offers more options to potential contributors, the likelihood of contribution initially decreases and then increases. The result is a U-shaped relationship between the number of contribution options and contribution likelihood. We do not find such an effect for non-prosocial choices. With a fifth study, we offer a preliminary and tentative theoretical explanation for the U-shaped relationship, suggesting that the type of information processing by the decision maker (intuitive rather than deliberate) underlies this effect.

Suggested Citation

  • Herzenstein, Michal & Dholakia, Utpal M. & Sonenshein, Scott, 2020. "How the number of options affects prosocial choice," International Journal of Research in Marketing, Elsevier, vol. 37(2), pages 356-370.
    • Handle: RePEc:eee:ijrema:v:37:y:2020:i:2:p:356-370
    DOI: 10.1016/j.ijresmar.2019.10.005
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