IDEAS home Printed from https://ideas.repec.org/a/oup/jconrs/v24y1998i4p434-46.html
   My bibliography  Save this article

Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell

Author

Listed:
  • Strahilevitz, Michal
  • Myers, John G

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. Copyright 1998 by the University of Chicago.

Suggested Citation

  • Strahilevitz, Michal & Myers, John G, 1998. "Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 434-446, March.
    • Handle: RePEc:oup:jconrs:v:24:y:1998:i:4:p:434-46
    DOI: 10.1086/209519
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1086/209519
    Download Restriction: no
    File URL: https://libkey.io/10.1086/209519?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:oup:jconrs:v:24:y:1998:i:4:p:434-46. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://academic.oup.com/jcr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.