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Framing charitable donations as exceptional expenses increases giving.

Abigail B Sussman1, Eesha Sharma2, Adam L Alter3

  • 1Booth School of Business, University of Chicago.

Journal of Experimental Psychology. Applied
|April 21, 2015
PubMed
Summary
This summary is machine-generated.

Framing charitable donations as exceptional expenses, rather than ordinary ones, increases giving. This psychological framing influences mental budgeting, boosting charitable behavior and societal benefits.

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Area of Science:

  • Psychological Science
  • Behavioral Economics
  • Consumer Psychology

Background:

  • Limited understanding of psychological drivers behind charitable budgeting.
  • Research often focuses on motivations for giving, not mental allocation.
  • Need to explore how expense perception impacts charitable financial planning.

Purpose of the Study:

  • Investigate the effect of framing donations as exceptional versus ordinary expenses on mental budgeting.
  • Examine how this framing influences charitable giving behavior.
  • Provide practical insights for fundraisers.

Main Methods:

  • Conducted 5 experiments (lab and field).
  • Manipulated the perceived exceptionality of charitable donations.
  • Measured changes in charitable behavior and mental budgeting considerations.

Main Results:

  • Exceptional framing of donations significantly increased charitable behavior.
  • Donations framed as exceptional were less likely to be scrutinized for their budget impact.
  • Demonstrated a direct influence of framing on mental budgeting processes.

Conclusions:

  • Perception of donations as exceptional expenses enhances charitable giving.
  • Fundraisers can leverage the concept of exceptionality to increase donations.
  • Findings extend mental accounting theory to charitable giving contexts.