Cause-Related Marketing: The Effect of Checkout Charity Requests on Consumer Donation Behavior

2016/06/01 0

Consumers are more likely to donate and respond favorably toward the provider when practical services and frivolous goods are paired with causes perceived to have a strong functional fit. Conversely, consumers are more likely to donate and respond favorably toward the provider when frivolous services and practical goods are paired with causes perceived to have a weak functional fit.


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