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

Michal Strahilevitz and John G Myers

Journal of Consumer Research, 1998, vol. 24, issue 4, 434-46

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. Copyright 1998 by the University of Chicago.

Date: 1998
References: Add references at CitEc
Citations: View citations in EconPapers (197)

Downloads: (external link)
http://dx.doi.org/10.1086/209519 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:24:y:1998:i:4:p:434-46

Access Statistics for this article

Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

More articles in Journal of Consumer Research from Journal of Consumer Research Inc.
Bibliographic data for series maintained by ().