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Status Consumption And Charitable Donations: The Power Of Empowerment, Sona Klucarova, Xin He
Status Consumption And Charitable Donations: The Power Of Empowerment, Sona Klucarova, Xin He
Marketing & Entrepreneurship Faculty Publications
Status consumption, the act of consuming market offerings aimed at conferring status on the consumer, has often been portrayed as the opposite of charitable donation behavior. In a departure from prior works, this study examines the connection between these two seemingly contradictory behaviors. The results of seven studies (including one in the Supporting Information Appendix) demonstrate that status consumption, considered a self-centered behavior, leads to increased charitable donations, a prosocial outcome. This effect is driven by a process of empowerment (i.e., increase in the sense of power that consumers derive from status consumption). The underlying mechanism of empowerment is examined …
Should Donation Ads Include Happy Victim Images? The Moderating Role Of Regulatory Focus, Yael Zemack-Rugar, Sona Klucarova
Should Donation Ads Include Happy Victim Images? The Moderating Role Of Regulatory Focus, Yael Zemack-Rugar, Sona Klucarova
Marketing & Entrepreneurship Faculty Publications
We examine how victim imagery interacts with ad messaging’s regulatory focus to determine the effectiveness of donation appeals. We predict and show that ads that combine a happy victim image with a promotion-focused message uniquely increase donation intentions. We demonstrate that this occurs because the combination of promotion-focused messaging, which makes gain goals salient, and a happy victim image, which signals gains are occurring, increases consumers’ perceived response efficacy. Four studies test the interaction of victim imagery and regulatory focus showing the predicted effect. We also test the mediating role of perceived response efficacy and rule out several alternative explanations. …