학술논문
Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell.
Document Type
Article
Author
Source
Subject
*Product bundling
*Charitable giving
*Purchasing
*New product development
*Charities
*Marketing
*Field research
*Charitable uses, trusts, & foundations
*Luxuries
Basic needs
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Language
ISSN
0093-5301
Abstract
This article focuses on the bundling of products with promised contributions to charity. Two lab experiments and one field study are conducted that compare the effectiveness of promised donations to charity in promoting "practical necessities" (e.g., a box of laundry detergent) to their effectiveness in promoting "frivolous luxuries" (e.g., a hot fudge sundae). The results suggest that charity incentives are more effective in promoting frivolous products than in promoting practical products. This research extends prior work on the effects of bundling complementary positive outcomes Into the domain of affect-based complementarity with product-charity bundles. [ABSTRACT FROM AUTHOR]