Lowering the Minimum Donation Amount Increases Consumer Purchase Likelihood of Products Associated with Cause-Related Marketing Campaigns

Volume: 57, Issue: 4, Pages: 755 - 770
Published: Apr 28, 2020
Abstract
Both the total amount to be donated and the way it is communicated can influence consumer reactions to cause-related marketing (CM) campaigns. While companies often choose not to explicate any donation limit, this study argues that donation frames (e.g., minimum or maximum total donation) can enhance the likelihood of consumer purchases associated with CM campaigns. In a series of four studies, the authors find that consumers often respond more...
Paper Details
Title
Lowering the Minimum Donation Amount Increases Consumer Purchase Likelihood of Products Associated with Cause-Related Marketing Campaigns
Published Date
Apr 28, 2020
Volume
57
Issue
4
Pages
755 - 770
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