Fighting For a Cause Or Against It: a Longitudinal Perspective
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.
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, Pages: .
Keith Botner, University of Utah, USA
Arul Mishra, University of Utah, USA
Himanshu Mishra, University of Utah, USA
NA - Advances in Consumer Research Volume 41 | 2013
O8. Valuation and Allocation of Bought Time
Eisa Sahabeh Tabrizi, University of Southeast Norway
Marit Engeset, University of Southeast Norway
Luk Warlop, Norwegian School of Management, Norway
Names Are the Mirrors of the Soul: The Role of Possessive Brand Names in Brand Evaluations
Marina Puzakova, Lehigh University
Mansur Khamitov, Nanyang Technological University, Singapore
When Consumers Choose for Others, Their Preferences Diverge from Their Own Salient Goals
Olya Bullard, University of Winnipeg