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It's the thought that counts: The effects of construal level priming and donation proximity on consumer response to donation framing

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  • Zhu, Linlin
  • He, Yi
  • Chen, Qimei
  • Hu, Miao

Abstract

This research demonstrates that consumers react differently to donations emphasizing a company's effort invested in charitable actions, as opposed to those highlighting its ability to carry out those actions. Our results show that consumers rate the brands that adopt an effort-oriented donation strategy more favorably than those that use an ability-oriented strategy (study 1). Further, this effect is moderated by consumers' perceived psychological distance (made salient by construal level priming or donation proximity). The findings converge to show that congruency between donation framing and primed psychological distance leads to more favorable brand evaluations and greater purchase intentions. Findings of this research contribute to the corporate social responsibility literature and have important marketing research and managerial implications.

Suggested Citation

  • Zhu, Linlin & He, Yi & Chen, Qimei & Hu, Miao, 2017. "It's the thought that counts: The effects of construal level priming and donation proximity on consumer response to donation framing," Journal of Business Research, Elsevier, vol. 76(C), pages 44-51.
    • Handle: RePEc:eee:jbrese:v:76:y:2017:i:c:p:44-51
    DOI: 10.1016/j.jbusres.2017.03.007
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