Social exclusion influences on the effectiveness of altruistic versus egoistic appeals in charitable advertising

Marketing Letters - In three experiments, the authors study charitable behaviors and demonstrate that consumers who feel socially excluded react more positively to altruistic, other appeals rather...     

A path to altruism: Investigating the effects of brand origin and message explicitness in CR‐M campaigns

An increasing number of fashion brands are employing cause‐related marketing (CR‐M) campaigns to promote their social responsibility. However, with growing consumer skepticism about CR‐M, it is becoming more difficult than before to encourage consumers' positive responses to these campaigns. Based on construal level theory and rhetorical theory, this study examined the way brand origin (local vs. global), and its interaction with message type (explicit vs. implicit), influence consumers' perceived brand altruism and brand favorability. Two experimental studies were conducted with a total of 574 U.S. consumers. The results of Study 1 indicated that consumers exhibited higher perceived brand altruism and brand favorability toward a local brand's CR‐M campaign than a global brand's, showing that psychological distance can influence a CR‐M campaign's effectiveness. In addition, the results of Study 2 revealed that an explicit CR‐M message was more effective for global brands, while an implicit message was more effective for local brands, and perceived brand altruism mediated both effects. This suggests the importance of framing messages according to brand origin to maximize CR‐M campaigns' ability to achieve their goals effectively, in which perceived brand altruism plays a key role. The study's implications and limitations are discussed.     

Does education affect risk aversion? Evidence from the British education reform

Individual risk attitudes are frequently used to predict decisions regarding education. However, using risk attitudes as a control variable for decisions about education has been criticized because of the potential for reverse causality. Causality between risk aversion and education is unclear, and disentangling the different directions it may run is difficult. In this study, we make the first attempt to investigate the causal effects of education on risk aversion by examining the British education reform of 1972, which increased the duration of compulsory schooling from age 15 to age 16. Using regression discontinuity design, we find that this additional year of schooling increases the level of risk aversion, which is contrary to previous findings in the literature, and we also find that this result is particularly strong for individuals with less education. This positive causal effect of education on risk aversion might alleviate concerns regarding the endogeneity/reverse causality issue when using risk aversion as an explanatory variable for decisions about education; the sign would remain credible because the coefficients are underestimated.