Matches in SemOpenAlex for { <https://semopenalex.org/work/W2406917696> ?p ?o ?g. }
- W2406917696 endingPage "161" @default.
- W2406917696 startingPage "153" @default.
- W2406917696 abstract "Purpose Cause-related marketing (CRM) is a sales strategy that is used to improve the success of a product by including a donation to a charitable cause in its price. While marketers can present CRM donations to consumers as either absolute amounts or percentages, the predominant practice in marketing is to use the latter. As the influence of such presentation formats is not well understood, the purpose of this paper is to systematically examine their effects while taking into account the numerical ability (numeracy) of the consumers. Design/methodology/approach In two experiments, the presentation format of the donation amounts (absolute vs percentage) were manipulated and individual differences in numeracy were measured. The product type (hedonic vs utilitarian) and sales price were varied. We found this effect for high and low price levels and for hedonic and utilitarian products. Findings The results of both experiments consistently supported the hypothesis presented in this paper that for people with lower numeracy, their purchase intentions were higher when absolute donation amounts were presented. We found this effect for high and low price levels and for hedonic and utilitarian products. Originality/value The present paper shows that the current practice of presenting donations in percentages is inferior to presenting donations in absolute amounts because a large number of consumers have trouble interpreting percentages appropriately. Therefore, it indicates that the default option for marketing managers should be to present donations in absolute amounts for hedonic and utilitarian products with low and high prices." @default.
- W2406917696 created "2016-06-24" @default.
- W2406917696 creator A5007469509 @default.
- W2406917696 creator A5012230609 @default.
- W2406917696 creator A5060374781 @default.
- W2406917696 date "2016-05-09" @default.
- W2406917696 modified "2023-10-14" @default.
- W2406917696 title "How to present donations: the moderating role of numeracy in cause-related marketing" @default.
- W2406917696 cites W1516737238 @default.
- W2406917696 cites W1586180824 @default.
- W2406917696 cites W1965655412 @default.
- W2406917696 cites W1969268464 @default.
- W2406917696 cites W1969778690 @default.
- W2406917696 cites W1975533434 @default.
- W2406917696 cites W1977600644 @default.
- W2406917696 cites W1978096700 @default.
- W2406917696 cites W1994405712 @default.
- W2406917696 cites W1996945645 @default.
- W2406917696 cites W2005339748 @default.
- W2406917696 cites W2007633758 @default.
- W2406917696 cites W2025550180 @default.
- W2406917696 cites W2029329884 @default.
- W2406917696 cites W2029850206 @default.
- W2406917696 cites W2046882907 @default.
- W2406917696 cites W2048517720 @default.
- W2406917696 cites W2050368837 @default.
- W2406917696 cites W2051139236 @default.
- W2406917696 cites W2056741601 @default.
- W2406917696 cites W2066979000 @default.
- W2406917696 cites W2068610105 @default.
- W2406917696 cites W2076294203 @default.
- W2406917696 cites W2077665430 @default.
- W2406917696 cites W2082134609 @default.
- W2406917696 cites W2086087865 @default.
- W2406917696 cites W2086317100 @default.
- W2406917696 cites W2086670988 @default.
- W2406917696 cites W2089322967 @default.
- W2406917696 cites W2095741646 @default.
- W2406917696 cites W2102066837 @default.
- W2406917696 cites W2102292870 @default.
- W2406917696 cites W2116875363 @default.
- W2406917696 cites W2120213669 @default.
- W2406917696 cites W2124784051 @default.
- W2406917696 cites W2127779974 @default.
- W2406917696 cites W2133255502 @default.
- W2406917696 cites W2136908298 @default.
- W2406917696 cites W2143846209 @default.
- W2406917696 cites W2145885996 @default.
- W2406917696 cites W2148840253 @default.
- W2406917696 cites W2150043626 @default.
- W2406917696 cites W2155838419 @default.
- W2406917696 cites W2158553842 @default.
- W2406917696 cites W2167079436 @default.
- W2406917696 cites W2170319631 @default.
- W2406917696 cites W3011865677 @default.
- W2406917696 cites W3121399134 @default.
- W2406917696 cites W3121995858 @default.
- W2406917696 cites W3122218014 @default.
- W2406917696 cites W3123790146 @default.
- W2406917696 cites W569467241 @default.
- W2406917696 doi "https://doi.org/10.1108/jcm-12-2014-1240" @default.
- W2406917696 hasPublicationYear "2016" @default.
- W2406917696 type Work @default.
- W2406917696 sameAs 2406917696 @default.
- W2406917696 citedByCount "26" @default.
- W2406917696 countsByYear W24069176962017 @default.
- W2406917696 countsByYear W24069176962018 @default.
- W2406917696 countsByYear W24069176962019 @default.
- W2406917696 countsByYear W24069176962020 @default.
- W2406917696 countsByYear W24069176962021 @default.
- W2406917696 countsByYear W24069176962022 @default.
- W2406917696 countsByYear W24069176962023 @default.
- W2406917696 crossrefType "journal-article" @default.
- W2406917696 hasAuthorship W2406917696A5007469509 @default.
- W2406917696 hasAuthorship W2406917696A5012230609 @default.
- W2406917696 hasAuthorship W2406917696A5060374781 @default.
- W2406917696 hasConcept C105795698 @default.
- W2406917696 hasConcept C11012388 @default.
- W2406917696 hasConcept C112698675 @default.
- W2406917696 hasConcept C144133560 @default.
- W2406917696 hasConcept C15744967 @default.
- W2406917696 hasConcept C162324750 @default.
- W2406917696 hasConcept C162853370 @default.
- W2406917696 hasConcept C199360897 @default.
- W2406917696 hasConcept C23219732 @default.
- W2406917696 hasConcept C2524010 @default.
- W2406917696 hasConcept C2775933685 @default.
- W2406917696 hasConcept C2776291640 @default.
- W2406917696 hasConcept C2776950860 @default.
- W2406917696 hasConcept C33923547 @default.
- W2406917696 hasConcept C41008148 @default.
- W2406917696 hasConcept C50522688 @default.
- W2406917696 hasConcept C53537400 @default.
- W2406917696 hasConcept C547764534 @default.
- W2406917696 hasConcept C77805123 @default.
- W2406917696 hasConcept C90673727 @default.
- W2406917696 hasConceptScore W2406917696C105795698 @default.
- W2406917696 hasConceptScore W2406917696C11012388 @default.