The Moderating Role of Numeracy in the Effectiveness of Cause-Related Marketing

Janet Kleber, University of Vienna, Austria
Arnd Florack, University of Vienna, Austria
Anja Chladek, University of Vienna, Austria
Cause-related marketing is more effective when donations are provided in absolute amounts (vs. percentages). In two experiments, we examined whether this effect is moderated by individual differences in numeracy. The results showed that people with lower numeracy reveal this effect, whereas higher numerate individuals are unaffected by the presentation format.
[ to cite ]:
Janet Kleber, Arnd Florack, and Anja Chladek (2013) ,"The Moderating Role of Numeracy in the Effectiveness of Cause-Related Marketing", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.