Large Steps Toward Small Donations: Reputational Benefits of Nominal Corporate Generosity

Tiffany Vu, University of Michigan, USA
Scott Rick, University of Michigan, USA
Cause marketing campaigns often highlight the percent-of-proceeds from each purchase to be donated, and the maximum-donation amount the corporation will donate. We find that the higher evaluability of the percent-of-proceeds makes it more influential in generating perceptions of corporations’ generosity, even when generosity is objectively a function of the maximum-donation.
[ to cite ]:
Tiffany Vu and Scott Rick (2017) ,"Large Steps Toward Small Donations: Reputational Benefits of Nominal Corporate Generosity", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 937-939.