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Full-Text Articles in Social and Behavioral Sciences
Cause-Related Marketing: The Effect Of Checkout Charity Requests On Consumer Donation Behavior, Brian R. Kinard, Minerva Lacal Pardo
Cause-Related Marketing: The Effect Of Checkout Charity Requests On Consumer Donation Behavior, Brian R. Kinard, Minerva Lacal Pardo
Atlantic Marketing Journal
The aim of this research was to understand better consumer reactions to donation requests when making point of purchase decisions. A between-subjects full factorial design manipulated product type (goods/services), consumption experience (frivolous/practical), and product/cause fit (strong/weak). In line with prior research (e.g., Chang, 2008; Savary et al, 2015; Strahilevitz & Myers, 1998), a scenario-based approach was employed to assess responses to the CRM manipulations. A total of 241 subjects participated in the study. Our results mirror extant research evidence on the positive effects of pairing frivolous products with donation requests. In that, positive donation behavior largely results as consumers compensate …