Set Size and Donation Behavior
- PMID: 35369234
- PMCID: PMC8972165
- DOI: 10.3389/fpsyg.2022.800528
Set Size and Donation Behavior
Abstract
Choice overload is the phenomenon that increasing the number of options in an assortment makes choosing between options more difficult, sometimes leading to avoidance of making a choice. In this pre-registered online experiment (N = 501), choice overload was tested in a charitable behavior context, where participants faced a monetary donation choice. Charity organization assortment size was varied between groups, ranging between 2 and 80 options. The results indicate that there were no meaningful differences in donation likelihood between the 16 organization assortment sizes, neither for individuals with high preference certainty nor for individuals with uncertain preferences among charitable causes. Having more charitable organizations to choose from did not affect donation behavior.
Keywords: charitable giving; choice architecture; choice overload; deferral; donation behavior.
Copyright © 2022 Lindkvist and Luke.
Conflict of interest statement
The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.
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