کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
882281 911928 2011 8 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Can supporting a cause decrease donations and happiness? The cause marketing paradox
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
Can supporting a cause decrease donations and happiness? The cause marketing paradox
چکیده انگلیسی

In two laboratory and one pilot field study, we demonstrate that cause marketing, whereby firms link products with a cause and share proceeds with it, reduces charitable giving by consumers, even when it is costless to the consumer to buy on CM (versus not); further, instead of increasing total contribution to the cause, it can decrease it. Consumers appear to realize that participating in cause marketing is inherently more selfish than direct charitable donation, and are less happy if they substitute cause marketing for charitable giving. Our results suggest that egoistic and empathetic altruism may have different effects on happiness.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Consumer Psychology - Volume 21, Issue 3, July 2011, Pages 338–345
نویسندگان
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