Presentation Title: Consumption of Altruism: How Giving to Charity Is Both Different From and Similar to Eating Chocolate

Abstract: This paper discusses ways in which giving is both like and unlike regular consumption. First, research is presented demonstrating that taking away (from a charity) looms larger than not giving (to that same charity). Take-from-charity aversion is shown to be even stronger than loss-aversion, thus differentiating giving from regular consumption. Next, a series of experiments are presented that demonstrate that similar to “sensory-specific satiation,” individuals may exhibit “cause-specific satiation.” Like individuals indulging in their favorite flavors of chocolate, “overindulging” in one cause can lead to satiation, but time allows consumers to regain their desire for their favorite “flavor” of charity.


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