Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
882181 | Journal of Consumer Psychology | 2012 | 7 Pages |
Abstract
Charities need to come to mind to enter a potential donor's consideration set. However, feeling familiar with a charity and its cause can facilitate or impair giving. In most cases, perceived good memory for details of the cause fosters the impression of personal importance, which increases giving (Studies 1 and 3). But when the charity aims to increase awareness of a cause, good memory for the cause suggests that awareness is already high, which impairs giving (Studies 2 and 3). Hence, promotions for awareness-raising charities can actually have negative consequences, confirming the predictions of a metacognitive analysis.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Robert W. Smith, Norbert Schwarz,