Sequential Requests and Organ Donation

This study is a replication and extension of prior work on the effectiveness of causerelated marketing efforts. We show that compliance behavior across cultures can be different depending on the dominant self-construal paradigm prevalent in a given society. The original study had shown that people in independent self-construal societies (individualist countries such as the USA) are unwilling to follow up on their original commitment (to support rainforest protection) if compliance involves bearing the cost of such action (paying a higher price for a product where part of the price is donated to rainforest protection). This study, drawing on a sample of students at a midsized university in northern Poland, shows that commitment-consistency works in collectivist, interdependent self-construal societies in a different way: if the cause being supported is of a pro-social nature, people in such societies are willing to pay the higher product price to support it.

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mentioning

confidence: 57%

Interdependent self-construal in collectivist cultures: Effects on compliance in a cause-related marketing context

Vaidyanathan

Aggarwal

Kozłowski

2013

Journal of Marketing Communications

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“…This technique has been applied effectively in several areas, stimulating increases in magazine subscriptions, donations, volunteering to support a social cause, or participation in research studies (Ford & Spekman, 1981;Kamins, 1989;Scott, 1977). In health contexts, FITD has been shown to increase intention to be an organ donor (Girandola, 2002), willingness to schedule a gynecological exam (Dolin & Booth-Butterfield, 1995), and likelihood of calling a taxi after drinking in a bar (Taylor & Booth-Butterfield, 1993).…”

Section: Previous Researchmentioning

confidence: 99%

Recruiting Teen Smokers in Shopping Malls to a Smoking‐Cessation Program Using the Foot‐in‐the‐Door Technique

Bloom

McBride

Pollak

et al. 2006

J Applied Social Pyschol

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Persuading teen smokers to volunteer for smoking-cessation programs is a challenging yet understudied problem. As a method of dealing with this problem, we used and tested a foot-in-the-door (FITD) approach. Teen smokers were intercepted at malls and were assigned randomly to request compliance with a small behavior request of either (a) answering a few questions (light FITD) or (b) answering the same questions and a few additional ones, plus watching a short video about the effects of nicotine (heavy FITD). Participants were then called back by telephone several weeks later and asked to comply with a large behavior request of joining a cessation program that involved the use of self-help materials and telephone counseling. Although no differences were found in responses from the light and heavy groups, consent to enter the program was obtained from 12% of the pooled qualified intercepts and their parents (for those under 18 years). This recruitment rate was considered good, given that this is one of the only reported studies that recruited teen smokers from the general population to cessation programs.

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“…Schwarzwald et al (1983) showed that making people sign a petition to establish a club for handicapped individuals resulted in those people becoming more willing to comply with larger donation requests that followed. Girandola (2002) showed a similar effectiveness of the principle in the context of organs donation. Research also suggests that although the cultural context might influence the strength of the effect of commitment-consistency, the compliance behavior continues to be exhibited across cultures.…”

Section: Literature Reviewmentioning

confidence: 68%

Factors Affecting the Effectiveness of Cause-Related Marketing Campaign: Moderating Effect of Sponsor-Cause Congruence

Al-Dmour

Al-Madani

Alansari

et al. 2016

IJMS

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This study aimed at identifying the factors affecting cause-related marketing and the moderating effect of sponsor congruence. Data were collected using a self-administrated questionnaire from 500 Jordanians' consumers from Amman/Jordan. Results of the study showed that there is a positive effect of statistical significance of cause-fit on Jordanian customer's brand credibility. Contrary to our expectations, the results showed that there is no statistical significant effect of altruistic attribution on Jordanian customer's brand credibility. The results also showed that there is a positive statistical significant effect of brand credibility of Jordanian customers on cause-related marketing. In addition, it was found that there exists a positive effect of statistical significance of brand credibility of Jordanian customer on cause-related marketing due to sponsor-cause congruence. The current study recommends the necessity of spreading the awareness of cause-related marketing and its benefits to the society. It is also necessary for decision makers in business organizations to concentrate on the fitness of the cause during marketing for some kind of product.

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Sequential Requests and Organ Donation

Cited by 23 publications

References 18 publications

Interdependent self-construal in collectivist cultures: Effects on compliance in a cause-related marketing context

Interdependent self-construal in collectivist cultures: Effects on compliance in a cause-related marketing context

Recruiting Teen Smokers in Shopping Malls to a Smoking‐Cessation Program Using the Foot‐in‐the‐Door Technique

Factors Affecting the Effectiveness of Cause-Related Marketing Campaign: Moderating Effect of Sponsor-Cause Congruence

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