Fighting For a Cause Or Against It: a Longitudinal Perspective

Keith Botner, University of Utah, USA
Arul Mishra, University of Utah, USA
Himanshu Mishra, University of Utah, USA
Non-profits face the unique challenge of persuading consumers with very little in marketing spend, making charities’ names an important means of persuasion. Our research, after designating charity names as positive or negative, examines revenue and survival over time and finds greater longitudinal influence of a positive versus negative frame.
[ to cite ]:
Keith Botner, Arul Mishra, and Himanshu Mishra (2013) ,"Fighting For a Cause Or Against It: a Longitudinal Perspective", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.