To Profit Or Not to Profit? Consumer Support For the Social Venture Question
We demonstrate a general aversion among consumers to social ventures with a profit orientation. This aversion is driven by perceptions of greed and reduced feelings of warm glow when social ventures make a profit. Superior support for the cause with minimal profits is required to overcome this aversion.
Citation:
Saerom Lee, Lisa Bolton, and Karen Winterich (2016) ,"To Profit Or Not to Profit? Consumer Support For the Social Venture Question", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 169-173.
Authors
Saerom Lee, University of Texas at San Antonio, USA
Lisa Bolton, Pennsylvania State University, USA
Karen Winterich, Pennsylvania State University, USA
Volume
NA - Advances in Consumer Research Volume 44 | 2016
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