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Article
Publication date: 9 May 2016

Janet Kleber, Arnd Florack and Anja Chladek

Cause-related marketing (CRM) is a sales strategy that is used to improve the success of a product by including a donation to a charitable cause in its price. While marketers can…

1920

Abstract

Purpose

Cause-related marketing (CRM) is a sales strategy that is used to improve the success of a product by including a donation to a charitable cause in its price. While marketers can present CRM donations to consumers as either absolute amounts or percentages, the predominant practice in marketing is to use the latter. As the influence of such presentation formats is not well understood, the purpose of this paper is to systematically examine their effects while taking into account the numerical ability (numeracy) of the consumers.

Design/methodology/approach

In two experiments, the presentation format of the donation amounts (absolute vs percentage) were manipulated and individual differences in numeracy were measured. The product type (hedonic vs utilitarian) and sales price were varied. We found this effect for high and low price levels and for hedonic and utilitarian products.

Findings

The results of both experiments consistently supported the hypothesis presented in this paper that for people with lower numeracy, their purchase intentions were higher when absolute donation amounts were presented. We found this effect for high and low price levels and for hedonic and utilitarian products.

Originality/value

The present paper shows that the current practice of presenting donations in percentages is inferior to presenting donations in absolute amounts because a large number of consumers have trouble interpreting percentages appropriately. Therefore, it indicates that the default option for marketing managers should be to present donations in absolute amounts for hedonic and utilitarian products with low and high prices.

Details

Journal of Consumer Marketing, vol. 33 no. 3
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 1 January 1954

Aarhus Kommunes Biblioteker (Teknisk Bibliotek), Ingerslevs Plads 7, Aarhus, Denmark. Representative: V. NEDERGAARD PEDERSEN (Librarian).

120

Abstract

Aarhus Kommunes Biblioteker (Teknisk Bibliotek), Ingerslevs Plads 7, Aarhus, Denmark. Representative: V. NEDERGAARD PEDERSEN (Librarian).

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Aslib Proceedings, vol. 6 no. 1
Type: Research Article
ISSN: 0001-253X

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Article
Publication date: 1 April 1950

E.M.R. DITMAS

AT the very outset of this paper it is necessary to make clear that it is not an attempt to compile an exhaustive bibliography of literature relating to special librarianship…

139

Abstract

AT the very outset of this paper it is necessary to make clear that it is not an attempt to compile an exhaustive bibliography of literature relating to special librarianship. Neither space nor time permit this. In fact, the references given can only claim to be a sample of the wealth of material on the subject and this paper is submitted in the hope that it will stimulate others to more scholarly efforts. Reference numbers throughout this paper refer to items in the ‘Select list of references to the literature of special librarianship’, section 2 onwards.

Details

Aslib Proceedings, vol. 2 no. 4
Type: Research Article
ISSN: 0001-253X

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Article
Publication date: 1 March 1948

E.M.R. DITMAS

UNESCO is instructed by its constitution to ‘Maintain, increase and diffuse knowledge … by initiating methods of international co‐operation calculated to give the peoples of all…

97

Abstract

UNESCO is instructed by its constitution to ‘Maintain, increase and diffuse knowledge … by initiating methods of international co‐operation calculated to give the peoples of all countries access to the printed and published materials produced by any of them’. As one of the methods of carrying out this function the programmes of Unesco both for 1947 and 1948 specifically included plans to ‘facilitate the improvement of scientific documentation and abstracting’, and an Expert Committee on Scientific Abstracting was called together at Unesco House in Paris during the 7th, 8th, and 9th of April 1948, under the joint authority of the Libraries and Natural Science sections, for preliminary work in connexion with an international conference to be held at a later date.

Details

Journal of Documentation, vol. 4 no. 2
Type: Research Article
ISSN: 0022-0418

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Article
Publication date: 31 January 2020

JungHwa (Jenny) Hong and Kyung-Ah (Kay) Byun

The purpose of this study is to examine the role of culture and future orientation in lenders’ prosocial microlending behaviors.

292

Abstract

Purpose

The purpose of this study is to examine the role of culture and future orientation in lenders’ prosocial microlending behaviors.

Design/methodology/approach

Three experiments examine how different cultural backgrounds, either individualistic or collectivistic, influenced microlenders’ prosocial behaviors, including the amount of microlending, the willingness to help and the length of commitment. Further, the moderating role of future orientation among individualists is investigated.

Findings

Results indicate that cultural differences influence prosocial microlending differently such that individualists give less to people in need compared to collectivists. Further, the author found that future orientation helps lenders in individualistic culture to improve prosocial microlending behaviors.

Originality/value

This paper emphasizes the role of cultural background and future orientation in promoting lenders’ prosocial giving in the context of microlending. The results assist social marketers to understand how to motivate giving behaviors via microlending among lenders in different cultures depending on future orientation.

Details

Journal of Consumer Marketing, vol. 37 no. 2
Type: Research Article
ISSN: 0736-3761

Keywords

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