C the Wisdom of Mission Checks and Consumer Perception of Authenticity in Nonprofits

This qualitative study proposes a new model of market orientation in nonprofits by including a “mission check” step that determines whether a particular action violates the mission or compromises the consumer’s perception of “authenticity” in the organization. The model is supported by in-depth interviews of nonprofit managers and consumers.



Citation:

Lana Waschka (2019) ,"C the Wisdom of Mission Checks and Consumer Perception of Authenticity in Nonprofits", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 997-997.

Authors

Lana Waschka, University of Georgia, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

‘Family Tech-Support’: Consequences for Family Assemblages and Non-Purchase Decision Technology Adoption

Pao Franco, University of Melbourne, Australia

Read More

Featured

When Consumers Choose for Others, Their Preferences Diverge from Their Own Salient Goals

Olya Bullard, University of Winnipeg

Read More

Featured

Losing Fast or Slow? Preferences for Uncertainty Resolution

Kurt P. Munz, New York University, USA
Alixandra Barasch, New York University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.