Le chemin vers l’enfer est pavé de bonnes intentions: Est - ce que le scepticisme réduit l’évaluation des produits partage?

Aïda Mimouni-Chaabane and Béatrice Parguel ()
Additional contact information
Aïda Mimouni-Chaabane: THEMA - Théorie économique, modélisation et applications - UCP - Université de Cergy Pontoise - Université Paris-Seine - CNRS - Centre National de la Recherche Scientifique
Béatrice Parguel: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

Post-Print from HAL

Abstract: While most previous research on charity promotions – donation of a certain amount of the purchase price of a product to a specific cause – has focused on their positive effects on consumers' perceptions and evaluations, the present research examines skepticism as a possible negative outcome. Findings from a pilot study and two main studies suggest that charity pro- motions foster skepticism as a market state, due to the extrinsic inferred firm's motives they prompt. Furthermore, a high donation magnitude increases extrinsic firm's motives, which in turn hinders the evaluation of the promotion. Finally, high donation magnitude is associated with more skepticism, but only for consumers displaying low levels of societal consciousness.

Keywords: Skepticism; Charity promotions; Attribution; Scepticisme; Produits partage; MARKETING (search for similar items in EconPapers)
Date: 2015-05
References: Add references at CitEc
Citations:

Published in AFM Congress, May 2015, Marrakech, Maroc

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:hal:journl:hal-01414644

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().