Do Promotions Make Consumers More Generous? The Impact of Price Promotions on Consumers’ Donation Behavior

Zhang, Kuangjie; Cai, Fengyan; Zhengyu, Shi

doi:10.1177/0022242920988253

Cited by 23 publications

(7 citation statements)

References 60 publications

(71 reference statements)

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“…The present research also contributes by responding to calls for further investigations into how marketing messages can be developed that advance the welfare of society through charitable donations (Zhang et al , 2021). In addition to simply demonstrating message effectiveness, this research helped clarify how key variables comingle to affect message processing to deepen our understanding of intended donation behaviour.…”

Section: Theoretical Contributionsmentioning

confidence: 82%

How preexisting beliefs and message involvement drive charitable donations: an integrated model

Steenburg

Spears

2021

EJM

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Purpose The purpose of this paper is to investigate how individuals respond to messages asking for donations in broadcast advertising. It does so by considering both preexisting attitudes and beliefs related to donating, as well as message processing. The goal is to uncover messages that may help nonprofit organisations increase donations. Design/methodology/approach The research combines the theory of planned behaviour (TPB) to measure preexisting beliefs and the elaboration likelihood model (ELM) to measure involvement in an investigation of donation responses to broadcast-quality advertisements developed by a professional ad agency featuring the following two messages: one that leverages social norms and another that legitimises minimal giving. Two studies collected data from a total of 544 respondents in two between-subjects 2 × 2 × 2 experiments. Findings Injunctive norm messages affect the intended donation behaviour of individuals who are pre-disposed to donating, but only if they are highly involved with the ad. Social legitimisation messages affect donations from individuals who look to referents to direct behaviour, but unlike what was expected, only by those not highly involved with the ad. Similarly, individuals who do not think they can donate increased donations when they saw the legitimisation message and had low advertisement involvement. Research limitations/implications Results extend the ELM-TPB integrated framework by discovering when and how involvement drives intended donation behaviour. The research also sheds light on message processing by focussing on the preexisting characteristics of recipients. Practical implications The results provide nonprofit managers with strategies to increase donations with targeted messages. Those who pay attention to the ad and have a positive attitude toward giving are going to donate if they are told others support the cause. Therefore, the focus should be on those who are not involved with the ad but still believe giving is appropriate. Originality/value This research is the first to use the ELM-TPB framework to discover that ELM has varying utilities and values from TPB in different ad contexts.

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Section: Theoretical Contributionsmentioning

confidence: 82%

How preexisting beliefs and message involvement drive charitable donations: an integrated model

Steenburg

Spears

2021

EJM

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“…For example, one stream of research focuses on the impact of individual characteristics on charitable giving, such as self-construal (Duclos and Barasch 2014), self-control (Fennis, Janssen, and Vohs 2009), and moral identity (Winterich, Mittal, and Ross 2009). Charitable contribution is also sensitive to situational factors, such as specific emotions (Small and Verrochi 2009), engaging in creative activities (Xu, Mehta, and Dahl 2021), and exposure to price promotion (Zhang, Cai, and Shi 2021). A third line of research investigates factors related to how charities convey messages to donors, such as identifying the specific victim (Kogut and Ritov 2005), the aesthetic design of charity advertisements (Townsend 2017), and the focus of charitable messages (Hung and Wyer 2009).…”

Section: Discussionmentioning

confidence: 99%

Gift or Donation? Increase the Effectiveness of Charitable Solicitation Through Framing Charitable Giving as a Gift

Wang¹,

Wang²,

Jiang³

2022

Journal of Marketing

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The question of how to improve the effectiveness of charitable solicitation has long been a subject of investigation for charity organizations. Through six studies, including four incentive-compatible studies and a field study, the present research demonstrates an easy, actionable, and widely applicable semantic-framing strategy that can be utilized to promote charitable giving. Semantically framing charitable giving as gift (rather than donation) increases not only donors’ intention to contribute but also their actual amount of contribution (Studies 1–3). Both mediation (Study 4) and moderation (Study 5) approaches provide convergent evidence that the effect of framing charitable giving as gift rather than donation on contribution is driven by donors’ perceived social distance from beneficiaries. The authors further find that this framing effect is weakened when soliciting contributions from donors who see social distance as desirable (e.g., those with a high need for status; Study 6). The current work contributes to the literatures on charitable giving, social exchange, and semantic framing, and provides strong managerial implications for charity organizations.

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“…For one, most cocreation research has focused on consumer participation in either the product design phase (e.g., new product development; Fang 2008) or the production/delivery phase (e.g., product customization, service production and delivery; Chan, Yim, and Lam 2010; Moreau, Bonney, and Herd 2011). Our research extends consumer involvement into the promotion phase (i.e., coupon distribution; Zhang, Cai, and Shi 2021). For another, most cocreation research examines cocreation between the firm and either individual consumers (business-to-consumer cocreation; Yim, Chan, and Lam 2012) or business customers (business-to-business cocreation; Fang 2008).…”

Section: Discussionmentioning

confidence: 99%

“We Earned the Coupon Together”: The Missing Link of Experience Cocreation in Shared Coupons

Fang¹,

Dong²,

Zhuang³

et al. 2022

Journal of Marketing

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Shared coupons, a new form of coupons, differ from coupons distributed directly from the business (i.e., direct coupons) in that shared coupons combine two influential components: economic savings (e.g., $5 off) and social sharing (e.g., from friends). Using two lab experiments and two large-scale field experiments on social media, the authors find regular shared coupons underperform direct coupons in terms of coupon redemption due to the norm conflict between economic incentives and communal relationships (i.e., friendships), while shared coupons with experience cocreation, in which coupon givers and coupon receivers must invest joint efforts to create a shared experience before redeeming the coupons, outperform direct coupons. Experience cocreation can advance social goals (e.g., building friendships), reduce the norm conflict and thereby make customers more likely to share and to redeem. The authors further investigate the effects of two strategies for driving the redemption of shared coupons with experience cocreation: changing the coupon’s face value (low vs. high) and using ex-post communication (social messages vs. economic messages). They find that social messages can make the low-value coupons as effective as the high-value coupons, thereby enabling the firm to “do more with less.”

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Do Promotions Make Consumers More Generous? The Impact of Price Promotions on Consumers’ Donation Behavior

Cited by 23 publications

References 60 publications

How preexisting beliefs and message involvement drive charitable donations: an integrated model

How preexisting beliefs and message involvement drive charitable donations: an integrated model

Gift or Donation? Increase the Effectiveness of Charitable Solicitation Through Framing Charitable Giving as a Gift

“We Earned the Coupon Together”: The Missing Link of Experience Cocreation in Shared Coupons

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