No abstract

The present study examines potential influences associated with donation framing, product price, product type, and donation magnitude on cause-related marketing (CRM) campaigns, where money is donated to a charity each time a consumer makes a purchase. In addition to the main effects of the aforementioned factors, experimental results indicate that beneficial effects of product type (i.e., frivolous products bundled with a cause are more effective than practical ones) occur when donation information is framed in absolute dollar terms. The effects of donation framing are found insignificant when the donation magnitude is high. Influences of donation magnitude on CRM effectiveness are limited in high-priced items. When the donation magnitude is constant, a donation amount framed in absolute dollar value is more effective than that in percentage terms for low-priced products, and the opposite is true for high-priced items. In practice, marketers thus stand to gain not only by matching the donation magnitude in their advertised products with the right price but also by an appropriate "framing" of the offered bundles.

This study examined when and how charitable advertisements could be effective in the context of child poverty. An experiment investigated the influences of message framing, image valence, and temporal framing on a charitable appeal. The results indicate that image valence enhances framing effects on advertising effectiveness of a charitable appeal when the image is congruent with the framed message, especially when the image and the message are presented negatively. A short-term temporal frame facilitates effects of a negatively framed message with a negative pictorial presentation. Alternatively, a long-term temporal frame increases advertising influences of a positively framed message with a positive pictorial image. Relevance for information processing of charity advertising is discussed.j asp_555 2910..2935

Though several industry reports have suggested that the rate of shopping cart abandonment is high in the mobile channel, the reasons for such abandonment remain relatively unexplored. Drawing on the cognition-affect-behavior (CAB) paradigm, this study aims to provide a conceptual framework explaining why consumers hesitate to use mobile channels for shopping and thus abandon their mobile shopping carts. Results from two studies show that mobile shopping cart abandonment is positively influenced by emotional ambivalence, a result of consumers' conflicting thoughts. More specifically, emotional ambivalence amplifies consumers' hesitation at the checkout stage, leading to cart abandonment. However, if hesitant consumers are satisfied with the choice process during shopping, they are less likely to give up their mobile shopping carts. Based on the findings, this mobile channel study provides practical and theoretical implications for marketers and e-cart abandonment researchers, respectively

Giving to charities takes two major forms: time and money. In this study the authors explored whether donors/nondonors can be distinguished using demographic, socioeconomic, and psychographic variables suggested by literature across disciplines. Data were collected through a large-scale telephone survey in Taiwan. The results indicate that determinants affecting volunteering are mostly intrinsic while those for monetary donations are mostly extrinsic. Additionally, educational attainment and income are useful to explain and predict monetary donation amounts. Major differences between our results and previous findings in Western countries are drawn and fund-raising strategies discussed.