The message in the box: how exposure to money affects charitable giving

Does donation box transparency matter in regard to donation behavior? The purpose of this research is to test the effect of donation box transparency on potential donors’ charitable behavior. In a series of experimental studies, including a field experiment, data were collected on willingness to donate and donation amount in three treatments: a wooden donation box (opaque condition), transparent donation box containing very little money, and transparent box almost full of money. Participants in the transparent box treatment were both less willing to donate money and they donated less money compared to subjects in the opaque box treatment. Moreover, data was collected to demonstrate that participants in the transparent box conditions experienced a heightened state of self-sufficiency due to the effect of money exposure. Implications are discussed for theory development and future research avenues and in terms of practical considerations for charity organizations.     

Older adults' motivations for gift giving to charitable organizations: An exchange theory perspective

Although corporate contributions to charity have been the subject of much discussion and research, little attention and research has been devoted to understanding charitable gift-giving behavior of individuals. Using exchange theory, we provide explanations for gift-giving behavior of older adults. A model is developed and tested using LISREL. The results suggest that social interaction and control motivations are important predictors of gift-giving behavior. Contrary to expectation, esteem enhancement motivations were negatively related to charitable gift giving. These results provide partial support for an exchange-theory-based explanation of older adults' gift-giving behavior. © 1996 John Wiley & Sons, Inc.     

Identity motives in charitable giving: Explanations for charity preferences from a global donor survey

Millions of charities compete for donor dollars, yet why people prefer to give to particular charities remains poorly understood. Informed by the social identity approach, and using mixed methods, we analyzed open-ended responses from a global donor survey (N = 1,849 from 117 countries) to understand why participants see their favorite charity as important, and how identities influence charity preferences. Nine subthemes were generated under two overarching themes: Self and Other. Theme prevalence and charity category were not independent: donors were more likely to explain giving to religious and research charities in relation to the self, but to explain giving to social service, animal, or international charities in relation to the other. We also present an inventory of the identities that consumers use to inform their giving. Together, findings show the importance of identities in charitable giving and demonstrate how consumer motives depend on the cause or beneficiary.     

When giving money does not work: The differential effects of monetary versus in-kind rewards in referral reward programs

Customer referral reward programs have recently gained popularity as beneficial customer acquisition tools. This research aims to explore the impact of reward type, specifically with regard to the differential effects of monetary versus in-kind rewards, on referral success. We find that although consumers prefer monetary rewards to in-kind rewards because of the greater economic value of monetary rewards, the higher social costs associated with money offset this benefit and even render money an inferior incentive when the recommendation is not well justified. Through four experiments, we demonstrate that monetary rewards (vs. in-kind rewards) lead to less referral generation and acceptance, especially when the recommended brands are weak (Studies 1 and 4), and that perceived social costs mediate the interactive effect of reward type and brand strength (Studies 1 and 3). Moreover, by increasing the economic benefit or decreasing the social costs associated with monetary rewards, we restore the effectiveness of monetary rewards as incentives. Compared with in-kind rewards, monetary rewards perform equally well when the reward is sufficiently large (Study 2), and they perform even better when both the recommender and the receiver are rewarded (Study 3). This research extends the literature on the psychological consequences of money and provides novel insights into the customer referral process.     

The influence of gender,social cause,charitable support,and message appeal on Gen Y's responses to cause-related marketing

Abstract

This study examined the influence of gender, type of social cause, amount of charitable support, and message appeal on Gen Y consumers' attitudes and purchase intentions towards an apparel brand within the context of cause-related marketing. A questionnaire, with an experimental design component, was administered to a sample of 562 Gen Y college students. Results suggest that Gen Y consumers are more likely to form positive attitudes towards an apparel brand when the amount of the charitable support is clearly communicated. Gender did not influence attitude towards brand, but did predict purchase intentions. Attitude towards brand, subjective norm, evaluation of the advertisement, and involvement in social causes were strong predictors of purchase intentions. When developing CRM initiatives, marketers should consider Gen Y's involvement in a social cause (e.g. volunteerism) rather than their stated interest in the given cause, and they would be well advised to state precisely (in advertisements) the amount of monetary contribution made to charitable causes.     

What is not beautiful should match: how attractiveness similarity affects consumer responses to advertising

This study introduces the concept of attractiveness similarity, empirically examines its main effect and whether it moderates the effect of endorser attractiveness on consumer responses to advertising. The results show a positive main effect of attractiveness similarity over and above the mere effect of endorser attractiveness. In addition, a consistent moderating effect of attractiveness similarity on the effect of endorser attractiveness emerges: attractiveness similarity buffers against the less positive effects of lower levels of endorser attractiveness (i.e., it compensates for lower levels of endorser attractiveness). Overall, these findings reveal attractiveness similarity as a new variable in endorser advertising, which has important managerial implications. Advertising campaigns employing averagely attractive endorsers should pay special attention to attractiveness similarity.     

Habitual entrepreneurs in the making: how labour market rigidity and employment affects entrepreneurial re-entry

We investigate the impact of country-level labour market regulations on the re-entry decision of experienced entrepreneurs, whereby they become habitual entrepreneurs. Multilevel logit models on entry decisions among 15,709 individuals in 29 European countries show that labour market regulations have a positive influence on the decision to re-enter into entrepreneurship. This positive impact is stronger among individuals holding wage jobs at the time of re-entry compared to those that do not. Our results indicate that novice and habitual entrepreneurs may respond very differently to labour market rigidity. We discuss and provide tentative explanations for these differences and outline potential policy implications.     

Listed peers' giving and corporate philanthropy: The motivations to imitate

The impact of industrial peers' donations on firms' charitable practices has been tested and verified in existing literatures. This paper further studies the motivations and scenarios of non-listed companies to imitate their listed counterparts in the same industry to formulate charitable policies. Deeply rooted in institutional isomorphism theory, uncertainty and professional networks are employed as philanthropic motives for unlisted companies to mimic their listed peers. Managerial decision mechanisms and network status perceptions enhance imitation by reinforcing decision uncertainty and network effect. Institutional environment heterogeneity can amplify or reduce the imitative stimulus of managers' decision mechanisms and status perceptions. Our empirical tests are based on a unique dataset of 14,873 unlisted firms and their corresponding listed counterparts in China from 2006–2016, and use Tobit regression methods. The results show a significantly positive association between listed peers' giving and non-listed firms' donation. The peer effects are intensified when non-listed firms' decentralized decision-making and higher managers' status identification are present. Furthermore, when the institutional environment changes from weak to strong, the impetus of decentralized decision-making and status identification will be weakened. These findings contribute to the corporate philanthropy literature and facilitate the development of effective corporate charity policies and government promotion of philanthropic responsibility.     

Accounting for money: The legal presuppositions of money and accounting in ancient Greece

This paper aims to extend the purview of Business History to the ancient world by exploring the hypothesis that the development of money was stimulated by legal institutions which regulated payment of compensation for torts. The hypothesis was propounded by Philip Grierson who argued that the Germanic institution of wergeld established the earliest concept of value which underlies money's function as a unit of account. It considers Grierson's thesis in the context of archaic Greece. Although archaic Greek law developed differently from the Germanic wergeld, the legal-political sphere in Greece provides decisive impetus to the development of money and accounting. The article examines the role of commerce in archaic Greece and its relationship to monetisation.     

伪忠诚:营销陷阱辨析

<正>在当今市场上,消费者变得越来越难以琢磨了。由于市场上的产品非常丰富,同类产品之间趋于同质,消费者选购商品时越来越挑剔,稍有不满意就会转向购买企业竞争对手的产品。为了留住顾客,一些企业开始实施顾客忠诚计划。但是,许多企业误把"伪忠诚"当成     

The separateness-connectedness self-schema: Scale development and application to message construction

Two studies were conducted to assess separateness-connectedness (SC) as a new message variable and as a new individual difference variable in advertising. Study I began the process of developing a Separateness-Connectedness scale based on a sample of 140 college students (97 Westerners and 43 non-Westerners, 81 males and 59 females) attending a midwestern university. The 9-item, 2-factor scale revealed good reliability and construct validity. The structure of the overall model was then successfully tested on a new sample by confirmatory factor analysis. In Study II an experiment assessed whether the separateness/connectedness self-schema would moderate the effect of using either a connected or a separated advertising appeal on consumers' attitude toward the ad. As predicted, a significant interaction effect was found. The results revealed that individuals with a separate self-schema preferred a separated advertising theme, and individuals with a connected self-schema preferred a connected advertising theme. Implications for advertising managers, the studies' limitations, and future research directions are also discussed. © 1997 John Wiley & Sons, Inc.     

Correction to: From the Editor

Business Economics -