The effect of unavailable donation opportunities on donation choice

Abstract In the context of charitable donation decisions, we demonstrate that adding information to decision about a fundraising campaign one cannot act on (i.e., an unavailable alternative) increases donations for remaining, available campaign. At times, alternative is even more effective at increasing rate than choice set, contradicting normative assumption having options better. We find preliminary evidence suggesting effect driven by perceived impact—adding leads consumers believe their will have greater impact remaining cause. This investigation contributes consumer prosocial behavior literature demonstrating positive alternatives and identifying its extent determinants. Future directions practical implications managers are discussed.