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Got a dollar? Locomotion orientation decreases the effect of defaults on charitable giving

Author

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  • Crow, Kellie
  • Mathmann, Frank
  • Greer, Dominique

Abstract

As retailers seek to enhance their fundraising capabilities at the checkout, many are debating whether to pair their donation appeals with default options. However, research on the effectiveness of defaults remains conflicted and individual differences among consumers are largely ignored. Addressing this, an experiment was conducted to demonstrate that individual differences in locomotion, a motivation for control in decision-making, impacts the acceptance of defaults, and thus actual donations. Low locomotion was found to increase donations in the presence of defaults. This finding allows marketers to better target customers with defaults in donation appeals and achieve greater fundraising success.

Suggested Citation

  • Crow, Kellie & Mathmann, Frank & Greer, Dominique, 2019. "Got a dollar? Locomotion orientation decreases the effect of defaults on charitable giving," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 1-6.
    • Handle: RePEc:eee:joreco:v:48:y:2019:i:c:p:1-6
    DOI: 10.1016/j.jretconser.2018.12.015
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    References listed on IDEAS

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    1. Indranil Goswami & Oleg Urminsky, 2016. "When should the ask be a nudge? The Effect of Default Amounts on Charitable Donations," Natural Field Experiments 00659, The Field Experiments Website.
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    3. John Beshears & James J. Choi & David Laibson & Brigitte C. Madrian, 2009. "The Importance of Default Options for Retirement Saving Outcomes: Evidence from the United States," NBER Chapters, in: Social Security Policy in a Changing Environment, pages 167-195, National Bureau of Economic Research, Inc.
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    7. Mathmann, Frank & Chylinski, Mathew & de Ruyter, Ko & Higgins, E. Tory, 2017. "When Plentiful Platforms Pay Off: Assessment Orientation Moderates the Effect of Assortment Size on Choice Engagement and Product Valuation," Journal of Retailing, Elsevier, vol. 93(2), pages 212-227.
    8. Jeffrey R. Brown, 2009. "Comment on "The Importance of Default Options for Retirement Saving Outcomes: Evidence from the United States"," NBER Chapters, in: Social Security Policy in a Changing Environment, pages 195-198, National Bureau of Economic Research, Inc.
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    Cited by:

    1. Septianto, Felix & Tjiptono, Fandy, 2019. "The interactive effect of emotional appeals and past performance of a charity on the effectiveness of charitable advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 189-198.
    2. Lemken, Dominic, 2020. "When do defaults stick and when are they ethical? Taxonomy, sytematic review and design recommendations," DARE Discussion Papers 2005, Georg-August University of Göttingen, Department of Agricultural Economics and Rural Development (DARE).
    3. Chang, Kuo-Chien & Hsu, Chia-Lin & Hsu, Ya-Ti & Chen, Mu-Chen, 2019. "How green marketing, perceived motives and incentives influence behavioral intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 336-345.
    4. Li, Mengyi & Ma, Qin-hai, 2022. "“Do not impose on others what you desire.†Research on the influence of service Personnel's interactive orientation on customer comfort," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    5. Collinson, Jeremy & Mathmann, Frank & Chylinski, Mathew, 2020. "Time is money: Field evidence for the effect of time of day and product name on product purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    6. Lemken, Dominic, 2020. "When do defaults stick and when are they ethical? - taxonomy, systematic review and design recommendations," Key Food Choices and Climate Change Project 307568, Georg-August-Universitaet Goettingen, Department of Agricultural Economics and Rural Development.

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