Influence of Hedonic Versus Utilitarian Framing on Donation Behavior
The current research shows that sacrifice associated with donations is an important motivator of donation behavior. This article examines how reference to unrelated food in the "giving-up" donation appeal (e.g., Donate $2. Note, $2 is the same as giving up Blueberry Muffins) affects consumers’ willingness to donate and donation rates.
Shelly Rathee, Arul Mishra, and Himanshu Mishra (2019) ,"Influence of Hedonic Versus Utilitarian Framing on Donation Behavior", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 146-151.
Shelly Rathee, University of Utah, USA
Arul Mishra, University of Utah, USA
Himanshu Mishra, University of Utah, USA
NA - Advances in Consumer Research Volume 47 | 2019
Why is 1 out of 20 Riskier than 5%? Effect of Representing Unlikely Events as Frequency versus Percentage on Risk Perceptions
Nevena T Koukova, Lehigh University
Joydeep Srivastava, Temple University, USA
Evan Polman, University of Wisconsin - Madison, USA
Sam J. Maglio, University of Toronto Scarborough
When Buffers Backfire: Corporate Social Responsibility Reputation and Consumer Response to Corporate Ethical Transgressions
Marlene Vock, Amsterdam Business School, University of Amsterdam
Adrian Ward, University of Texas at Austin, USA
Margaret C. Campbell, University of Colorado, USA