How Much Are You Willing to Give?
1.1 VISUAL DISPLAYS OF DATA: HOW MUCH ARE YOU WILLING TO GIVE?1 of 9
Welcome
How Much Are You Willing to Give?
Authors:
Kelly M. Goedert, Seton Hall University
Susan A. Nolan, Seton Hall University
Kaylise D. Algrim, Seton Hall University
![Woman donating money to charity car wash](asset/images/ch03/n512194601.jpg)
1.2 VISUAL DISPLAYS OF DATA: HOW MUCH ARE YOU WILLING TO GIVE?2 of 9
To investigate whether suggesting a default amount affects charitable giving, Goswami and Urminsky (2016) conducted an online study in which they told participants that they would be entered into a drawing to win $20. The participants were then told about a charity and asked if they would be willing to donate part of their winnings to that charity (in the event that they won the drawing). Six donation levels were listed: $0, $0.50, $2, $5, $10, and $15, with one of the options preselected. The participant could either stick with the preselected donation level or select a different option.
![Line graph showing the donation rate decreasing as the pre-selected donation amount increases. Please move to the “Description” link for the full explanation.](asset/images/ch03/nolan5e_un03023.jpg)
1.3 VISUAL DISPLAYS OF DATA: HOW MUCH ARE YOU WILLING TO GIVE?3 of 9
![Line graph showing the donation rate decreasing as the pre-selected donation amount increases. Please move to the “Description” link for the full explanation.](asset/images/ch03/nolan5e_un03023.jpg)
1.4 VISUAL DISPLAYS OF DATA: HOW MUCH ARE YOU WILLING TO GIVE?4 of 9
![Line graph showing the average donation size increasing as the pre-selected donation level in dollars increases. Please move to the “Description” link for the full explanation.](asset/images/ch03/nolan5e_un0304.jpg)
1.5 VISUAL DISPLAYS OF DATA: HOW MUCH ARE YOU WILLING TO GIVE?5 of 9
![Graph showing the differences in average earnings per person for the pre-selected donation level (which had three conditions) for two types of information, either neutral or positive. Please move to the “Description” link for the full explanation.](asset/images/ch03/nolan5e_un03058.jpg)
1.6 VISUAL DISPLAYS OF DATA: HOW MUCH ARE YOU WILLING TO GIVE?6 of 9
![Graph showing the differences in average earnings per person for the pre-selected donation level (which had three conditions) for two types of information, either neutral or positive. Please move to the “Description” link for the full explanation.](asset/images/ch03/nolan5e_un03058.jpg)
1.7 VISUAL DISPLAYS OF DATA: HOW MUCH ARE YOU WILLING TO GIVE?7 of 9
![Graph showing the differences in average earnings per person for the pre-selected donation level (which had three conditions) for two types of information, either neutral or positive. Please move to the “Description” link for the full explanation.](asset/images/ch03/nolan5e_un03058.jpg)
1.8 VISUAL DISPLAYS OF DATA: HOW MUCH ARE YOU WILLING TO GIVE?8 of 9
![Graph showing the differences in average earnings per person for the pre-selected donation level (which had three conditions) for two types of information, either neutral or positive. Please move to the “Description” link for the full explanation.](asset/images/ch03/nolan5e_un03058.jpg)
1.9 VISUAL DISPLAYS OF DATA: HOW MUCH ARE YOU WILLING TO GIVE?9 of 9
The bottom line: Whether you give a little or give a lot, donations do add up. If you want people to give more, then you might suggest that they do, or you might give them positive information about the charity.
![Coins being donated in charity bucket](asset/images/ch03/n676749465.jpg)
REFERENCES
Goswami, I., & Urminsky, O. (2016). When should the ask be a nudge? The effect of default amounts on charitable donations. Journal of Marketing Research, 53, 829–846. https://doi.org/10.1509/jmr.15.0001