TY - JOUR
T1 - Lowering the Minimum Donation Amount Increases Consumer Purchase Likelihood of Products Associated with Cause-Related Marketing Campaigns
AU - Tsiros, Michael
AU - Irmak, Caglar
N1 - Publisher Copyright:
© American Marketing Association 2020.
Copyright:
Copyright 2020 Elsevier B.V., All rights reserved.
PY - 2020/8/1
Y1 - 2020/8/1
N2 - 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 favorably to minimum-frame CM campaigns with a relatively low donation amount (e.g., at least $100,000 will be donated) than those with a high donation amount (e.g., at least $10 million will be donated) despite the superiority of the latter for the recipient cause. This effect is inverted for maximum donation frames, such that a high donation amount leads to greater consumer participation. This research also demonstrates that this effect is driven by the consumer desire to make a personal contribution to a cause, which is more likely to be observed when consumers endow it with high importance. These effects are obtained with attitudes, behavioral intentions, and actual expenditures.
AB - 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 favorably to minimum-frame CM campaigns with a relatively low donation amount (e.g., at least $100,000 will be donated) than those with a high donation amount (e.g., at least $10 million will be donated) despite the superiority of the latter for the recipient cause. This effect is inverted for maximum donation frames, such that a high donation amount leads to greater consumer participation. This research also demonstrates that this effect is driven by the consumer desire to make a personal contribution to a cause, which is more likely to be observed when consumers endow it with high importance. These effects are obtained with attitudes, behavioral intentions, and actual expenditures.
KW - cause-related marketing
KW - donation
KW - framing
KW - minimum-maximum
KW - personal contribution
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U2 - 10.1177/0022243720916463
DO - 10.1177/0022243720916463
M3 - Article
AN - SCOPUS:85087302948
VL - 57
SP - 755
EP - 770
JO - Journal of Marketing Research
JF - Journal of Marketing Research
SN - 0022-2437
IS - 4
ER -