Work

Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell

Year: 1998

Type: article

Abstract: This article focuses on the bundling of products with promised contributions to charity. Two lab experiments and one field study are conducted that compare the effectiveness of promised donations to charity in promoting “practical necessities” (e.g., a box of laundry detergent) to their effectiveness in promoting “frivolous luxuries” (e.g., a hot fudge sundae). The results suggest that charity incentives are more effective in promoting frivolous products than in promoting practical products. This research extends prior work on the effects of bundling complementary positive outcomes into the domain of affect-based complementarity with product-charity bundles.

Source: Journal of Consumer Research

DOI: 10.1086/209519

Authors: Michal Strahilevitz, John G. Myers

Institutions: Saint Mary's College of California, University of California, Berkeley

Language: English

Topic: Consumer Market Behavior and Pricing

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W1983638567

FWCI: 20.7

Cites: 1

Cited by: 1,248

Related to: 10