Good Deeds With Good Deals? the Influence of Price Promotion on Consumers’ Intention to Participate in Donations At Checkouts

Lan Xia, Bentley University
Nada Nasr, Bentey University
We examine the impact of price discount levels on consumers’ reaction to donation requests at checkouts. In four studies, we show that comparing to no discount, high discount increases but low discount decreases likelihood to donate. The effects are due to different mediators and are influenced by different moderators.
[ to cite ]:
Lan Xia and Nada Nasr (2014) ,"Good Deeds With Good Deals? the Influence of Price Promotion on Consumers’ Intention to Participate in Donations At Checkouts", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 737-737.