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Can supporting a cause decrease donations and happiness? The cause marketing paradox

dc.contributor.authorKrishna, Aradhna
dc.date.accessioned2018-02-05T16:27:02Z
dc.date.available2018-02-05T16:27:02Z
dc.date.issued2011-07
dc.identifier.citationKrishna, Aradhna (2011). "Can supporting a cause decrease donations and happiness? The cause marketing paradox." Journal of Consumer Psychology 21(3): 338-345.
dc.identifier.issn1057-7408
dc.identifier.issn1532-7663
dc.identifier.urihttps://hdl.handle.net/2027.42/141072
dc.description.abstractIn two laboratory and one pilot field study, we demonstrate that cause marketing, whereby firms link products with a cause and share proceeds with it, reduces charitable giving by consumers, even when it is costless to the consumer to buy on CM (versus not); further, instead of increasing total contribution to the cause, it can decrease it. Consumers appear to realize that participating in cause marketing is inherently more selfish than direct charitable donation, and are less happy if they substitute cause marketing for charitable giving. Our results suggest that egoistic and empathetic altruism may have different effects on happiness.
dc.publisherWiley Periodicals, Inc.
dc.publisherUniversity of Minnesota Press
dc.subject.otherHappiness
dc.subject.otherPro‐social
dc.subject.otherCause‐marketing
dc.subject.otherAltruism
dc.subject.otherCharity
dc.titleCan supporting a cause decrease donations and happiness? The cause marketing paradox
dc.typeArticleen_US
dc.rights.robotsIndexNoFollow
dc.subject.hlbsecondlevelPsychology
dc.subject.hlbtoplevelSocial Sciences
dc.description.peerreviewedPeer Reviewed
dc.contributor.affiliationumDwight F. Benton Professor of Marketing at the Ross School of Business, University of Michigan, 701 Tappan St. Ann Arbor, MI 48109–1234, USA
dc.description.bitstreamurlhttps://deepblue.lib.umich.edu/bitstream/2027.42/141072/1/jcpy338.pdf
dc.identifier.doi10.1016/j.jcps.2011.02.001
dc.identifier.sourceJournal of Consumer Psychology
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dc.owningcollnameInterdisciplinary and Peer-Reviewed


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