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EMAC 2024 Annual


Consumers Prefer Donating Possessions Close to Their Hearts to ‎Distant ‎Others
(A2024-118550)

Published: May 28, 2024

AUTHORS

Itai Linzen, Tel Aviv University; Yael Steinhart, Tel Aviv University; Ziv Carmon, INSEAD

ABSTRACT

People generally prefer to assist others who are located nearby, rather than far away. Yet we ‎propose and demonstrate across five studies (N = 2,403) that consumers prefer to donate ‎items to which they are emotionally attached to more distant others. We argue and show that ‎this preference is driven by consumers’ desire to avoid an anticipated discomfort associated ‎with ‎encountering another person using their high-attachment possessions. We suggest that ‎this discomfort stems from a threat to consumers’ identity. We further show that the ‎preference to donate high-attachment items to distant locations attenuates among consumers ‎with a lower need for uniqueness, who have a lower need to express their identity through ‎possessions.‎