The Moderating Role of Numeracy in the Effectiveness of Cause-Related Marketing
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.
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, Pages: .
Janet Kleber, University of Vienna, Austria
Arnd Florack, University of Vienna, Austria
Anja Chladek, University of Vienna, Austria
NA - Advances in Consumer Research Volume 41 | 2013
B6. A Study About the Moderator Effect of the Information Trust in the Relationships Between the Users´ Participation in Virtual Communities and the Benefits Obtained.
Sara Campo, Autonomous University of Madrid
Jano Jiménez, Autonomous University of Madrid
Natalia Rubio, Universidad Autónoma of Madrid
Nieves Villaseñor, Universidad Autónoma of Madrid
Mªjesus Yague, Universidad Autónoma of Madrid
‘Family Tech-Support’: Consequences for Family Assemblages and Non-Purchase Decision Technology Adoption
Pao Franco, University of Melbourne, Australia
Reversing the Experiential Advantage: Happiness Leads People to Perceive Purchases as More Experiential than Material
Hyewon Oh, University of Illinois at Urbana-Champaign, USA
Joseph K Goodman, Ohio State University, USA
Incheol Choi, Seoul National University