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- W2899306523 abstract "To be competitive with rivals, charitable organizations must rely on carefully formulated promotion programs. The literature, however, provides mixed advice on the effectiveness of charitable appeals. As a result, there is a need for research to identify their prevalence and effectiveness. The present research conducts a content analysis of charitable promotions and finds that more than 55% appeal to selfless consumer motives (i.e., altruism). A subsequent experiment reveals that appealing to more selfless (i.e., altruism) versus less selfless (i.e., reputation) consumer motives results in consumers having a more favorable attitude toward the charitable organization. Furthermore, consumer involvement is found to moderate this effect; more (vs. less) selfless appeals promote a more positive attitude among consumers with low, but not for those with high, involvement with a charitable cause (e.g., animal welfare). Managers should consider appealing to altruism in their charitable promotions, especially when targeting low‐involvement consumers." @default.
- W2899306523 created "2018-11-09" @default.
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- W2899306523 date "2018-10-31" @default.
- W2899306523 modified "2023-09-25" @default.
- W2899306523 title "Should charity promotions appeal to altruism?" @default.
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- W2899306523 doi "https://doi.org/10.1002/nvsm.1629" @default.
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