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