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