Exploring the consumption of charity-linked products

Proença, João F.; Pereira, Inês Veiga

doi:10.1007/s12208-008-0007-4

Cited by 12 publications

(13 citation statements)

References 48 publications

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“…These conclusions are the result of continued analysis and comparison between direct and indirect types of donation (Hagtvedta & Patrick, 2016;Proença & Pereira, 2008;Urbonavicius & Adomaviciute, 2015) and present scientific contributions to this study.…”

Section: Discussion Conclusion and Managerial Implicationssupporting

confidence: 55%

“…The results indicate that the two behaviours are very similar; the same moral emotion triggers both. The following conclusions can be made: Conceptually, purchasing a cause‐related product must be included among other charity‐related prosocial behaviours. This may be analysed on the theoretical basis that stems from the identity theory and concentrates on aspects of morality and moral emotions. The influence of moral emotion on purchasing cause‐related products (indirect financial support) is weaker than in cases of donation (direct financial support). These conclusions are the result of continued analysis and comparison between direct and indirect types of donation (Hagtvedta & Patrick, ; Proença & Pereira, ; Urbonavicius & Adomaviciute, ) and present scientific contributions to this study.…”

Section: Discussion Conclusion and Managerial Implicationsmentioning

confidence: 99%

“…Prior studies suggest that past donation experience influences future donation intentions (Bennett, 2003;Chéron, Kohlbacher, & Kusuma, 2012;Grace & Griffin, 2006;Proença & Pereira, 2008). The influence of experience may be the direct, indirect, or moderating type; however, its overall importance can hardly be ignored.…”

Section: Introductionmentioning

confidence: 99%

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Donation to charity and purchase of cause‐related products: The influence of existential guilt and experience

Urbonavičius

Adomavičiūtė

Urbutyte

et al. 2019

J of Consumer Behaviour

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Charity donation is an important prosocial behaviour that is often generated/strengthened by emotional stimuli from advertising. A similar strategy is often used to trigger the purchase of cause‐related products. The two activities represent direct and indirect methods of financial support and are important topics for researchers and practitioners. Charity donation and purchase of cause‐related products are typically investigated on the basis of different theoretical backgrounds; therefore, they are almost never directly compared with each other. However, the two share some similarities from the perspectives of the donor/buyer and the donation recipient. This article aims to analyse how direct and indirect donation behaviours are influenced by the same emotional stimulus (existential guilt generated by a visual advertisement). In parallel, this article examines the possible moderation effect of similar past behaviours. The study is performed by surveying 374 respondents in Lithuania. Results confirmed that the same emotion (existential guilt) had a direct positive impact on the intention towards both studied behaviours. However, the moderation effect of experience was observed only in the relationship between existential guilt and the intention to donate to charity, signalling the difference in its influence on the two behaviours. These findings enrich the knowledge of the similarities and differences between direct (donating to charity) and indirect (purchasing cause‐related products) donation behaviours. Additionally, it fills in the knowledge gap regarding the relation between the intentions of prosocial behaviours and existential guilt as an advertising appeal.

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Section: Discussion Conclusion and Managerial Implicationssupporting

confidence: 55%

Section: Discussion Conclusion and Managerial Implicationsmentioning

confidence: 99%

See 1 more Smart Citation

Donation to charity and purchase of cause‐related products: The influence of existential guilt and experience

Urbonavičius

Adomavičiūtė

Urbutyte

et al. 2019

J of Consumer Behaviour

View full text Add to dashboard Cite

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“…However, a body of work that supports that the motivation for shopping transcends the value in the items sought provides some indirect support, finding that people are often motivated to go shopping for the experience of shopping itself rather than the need for a specific item (Holbrook, 1994(Holbrook, , 1999Belk, 2000;Babin and Attaway, 2000). Although this is not explicit within the literature, similarity can be drawn to motivations to buy charity-linked products -that is, when purchasing provides a donation to charity (see Proença and Pereira, 2008). Motivating the consumption of this product may be more due to the item itself (i.e., item-dominant) or due to the fact money will be given to charity (i.e., payment dominant).…”

Section: Item Versus Payment Dominancementioning

confidence: 99%

The Avatar's new clothes: Understanding why players purchase non-functional items in free-to-play games

Marder

Gattig

Collins

et al. 2019

Computers in Human Behavior

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Free-to-play online games create significant revenues through sales of virtual items. The argument that the sale of items that provide a competitive advantage (functional items) fuels a pay-to-win culture has attracted developers to business models that are solely based on the sale of non-functional items (items that provide no objective competitive advantage). However, the motivations for purchasing non-functional items remain under-examined. The present study therefore provides an exploration of hedonic, social, and utilitarian motivations underpinning purchase of virtual items within the top-grossing free-to-play game League of Legends. From interviews with 32 players, a number of motivations are identified and presented. In addition, a novel finding is that motivation for purchase may not stem from the value in the item but lie in the act of purchasing itself as a means of transferring money to the developer.

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“…Numerous authors agree that consumer-related characteristics have the major influence on general consumer attitudes, which in turn determines their involvement in cause-related marketing campaigns (Ross et al, 1992;Bennett, 2003;Proenca & Pereira, 2008). Consumer demographics (Hyllegard et al, 2010;Bennett, 2003;Cheron et al, 2012), lifestyle (Bigne-Alcaniz et al, 2010), value-related characteristics (altruistic, hedonic, utilitarian), materialism (Goldsmith & Clark, 2012;Bennett, 2003), individualism (Cornwell & Coote, 2003;Bennett, 2003), trust (Till & Nowak, 2000) have been found to have an influence on the consumer's intention to purchase causerelated products; however, the studies show rather diverse results (Proenca & Pereira, 2008;Strahilevitz & Myers, 1998).…”

Section: Consumer Characteristics That Influence Intention To Purchasmentioning

confidence: 99%

Cause-related marketing as a commercially and socially oriented activity: what factors influence and moderate the purchasing?

Adomavičiūtė

Bzikadze

Cherian

et al. 2016

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Cause-related marketing uniquely integrates business objectives with social causes, thus simultaneously satisfying usual consumer needs and moral considerations to support social campaigns. As cause-related marketing (CRM) becomes more prevalent, companies will need to be more effective and efficient in launching cause-related marketing campaigns. Simply having a cause-related marketing campaign was once sufficient to distinguish a company; increasing competitiveness in this arena means that campaigns have to be more distinctive and pertinent to successfully gain a position against competitors. While numerous studies have identified factors that influence consumer intention to purchase cause-related products, just a few of them have examined moderating influences. Therefore, this study sought to identify factors that moderated the influence of personal characteristics on the intention to purchase cause-related products. Data were obtained via online surveys from 393 English speaking Lithuanian students. Linear regression and moderating impact analysis were used in order to test seven hypotheses. Results confirmed that altruism, materialism and individualism have positive direct relationships with the intention to purchase cause-related products; product type and guilt did not have a moderating effect on those relationships, but cause involvement is an important moderator. These findings contribute to the theory of causerelated marketing by identifying moderators as being a specific type of personal characteristic (e.g., cause-involvement) and ruling out others (e.g., guilt), or product type. Furthermore, these findings provide insights to marketing managers for planning and positioning cause-related marketing campaigns by showing what factors amplify the effects of altruism, materialism and individualism in this context.

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Exploring the consumption of charity-linked products

Abstract: Cause-related marketing, Charity-linked products, Social marketing, Nonprofit organizations, Consumer behavior,

Cited by 12 publications

References 48 publications

Donation to charity and purchase of cause‐related products: The influence of existential guilt and experience

Donation to charity and purchase of cause‐related products: The influence of existential guilt and experience

The Avatar's new clothes: Understanding why players purchase non-functional items in free-to-play games

Cause-related marketing as a commercially and socially oriented activity: what factors influence and moderate the purchasing?

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