Empowering Victims Through Choice: the Impact of Being Chosen on Consumer Charitable Support
We examine responses to an emerging strategic change in charitable marketing: victim empowerment. Across multiple charitable relationship contexts, we find that being chosen by (vs. choosing) a victim has opposing psychological effects on donors: it increases perceived relationship quality but decreases free will, which increases/decreases program support and long-term commitment.
Citation:
Zuzanna Jurewicz and Kirk Kristofferson (2021) ,"Empowering Victims Through Choice: the Impact of Being Chosen on Consumer Charitable Support", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 921-921.
Authors
Zuzanna Jurewicz, Ivey Business School, Western University
Kirk Kristofferson, Ivey Business School, Western University
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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