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.


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.


Saerom Lee, University of Texas at San Antonio, USA
Lisa Bolton, Pennsylvania State University, USA
Karen Winterich, Pennsylvania State University, USA


NA - Advances in Consumer Research Volume 44 | 2016

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