Voting For Charity: the Benefits For Firms of Direct Consumer Involvement in Charitable Campaigns

Many efforts by firms to engage customers in charitable causes have proven unsuccessful. We investigate if allowing consumers to vote for a charitable cause would benefit the firm. Compared to consumers informed about a firm’s charitable actions, those given the opportunity to “vote for charity” increased purchasing and membership renewals.



Citation:

Grant Donnelly, Duncan Simester, and Michael Norton (2016) ,"Voting For Charity: the Benefits For Firms of Direct Consumer Involvement in Charitable Campaigns", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 128-132.

Authors

Grant Donnelly, Harvard Business School, USA
Duncan Simester, Massachusetts Institute of Technology, USA
Michael Norton, Harvard Business School, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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