search query: @freeterm cause-related marketing / total: 6
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| Author: | Olsen, G.D. Pracejus, J.W. Brown, N.R. |
| Title: | When profit equals price: consumer confusion about donation amounts in cause-related marketing |
| Journal: | Journal of Public Policy and Marketing
2003 : FALL, VOL. 22:2, p. 170-180 |
| Index terms: | Charities Consumer behaviour |
| Freeterms: | Cause-related marketing |
| Language: | eng |
| Abstract: | A series of four studies examine potential confusion associated with the "percentage of profit" wording often used to describe cause-related marketing in which money is donated to a charity each time a consumer makes a purchase. The initial four studies demonstrate that 1) expressing the donation amount as a percentage of profit leads to widespread confusion and near universal overestimation of the amount being donated, 2) even consumers who have had formal accounting training are susceptible to this bias, 3) participant motivation in an experimental setting cannot account for these results and 4) people report higher attitudes toward a company and express stronger purchase intentions as a fuction of percentage value of the donation but not as a function of whether it is a percentage of profit or price. |
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