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Let me think about it: evidence of choice deprivation, not overload, in charitable giving

Author

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  • Atiyeh Yeganloo
  • Cahal Moran
  • Juvaria Jafri

Abstract

We present comprehensive experimental evidence that expanding the number of charitable options enhances both donation outcomes and donor experience, suggesting choice deprivation rather than choice overload. In a pre-registered online experiment with over 2,248 participants donating real money to UK charities (average donation of £1.59 out of £2.50), we find that increasing the number of available charities raises total donations robustly by approximately £0.04. Furthermore, allowing participants to donate to multiple charities, rather than restricting them to one, boosts donations by £0.23 on average, without increasing regret or diminishing satisfaction. Other mediators, difficulty, deliberation, and familiarity, do not explain the impact of treatments on giving behaviour. Our design rules out alternative explanations, including self-interest, ease of donation, or perceived importance of giving, and highlights that more choices encourage thoughtful engagement with the donation decision. The results are highly relevant to the design of consumer-facing interventions in pro-environmental domains, importantly for energy and climate policy. In areas such as carbon offsetting and climate-focused giving, individuals are required to make voluntary contributions or adopt sustainable products. Our evidence suggests that providing diverse and flexible choices can increase contributions in these domains.
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Suggested Citation

  • Atiyeh Yeganloo & Cahal Moran & Juvaria Jafri, 2025. "Let me think about it: evidence of choice deprivation, not overload, in charitable giving," Working Papers EPRG2518, Energy Policy Research Group, Cambridge Judge Business School, University of Cambridge.
    • Handle: RePEc:enp:wpaper:eprg2518
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    References listed on IDEAS

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    Keywords

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    JEL classification:

    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
    • D64 - Microeconomics - - Welfare Economics - - - Altruism; Philanthropy; Intergenerational Transfers
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • H00 - Public Economics - - General - - - General

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