Population Density Moderates the Impact of Assortment Size on Consumer Spending: A Field Experiment in Online Donations

摘要

We hypothesize that customers in a higher (vs. lower) population density area are more likely to spend on charities chosen from a larger (vs. smaller) assortment. Participants recruited from the general population sample of Amazon's Mechanical Turk participated in the study for US$1.0. All participants were American adults, over 18 years, currently living in the United States. Once in the experiment, participants were provided a US$.25 bonus under the pretense that this was a bonus for their early signing up. The purpose was to increase charitable spending as previous studies have shown that the likelihood of spending would be increased with a windfall gain.