Rounding up for a cause: The joint effect of donation type and crowding on donation likelihood

被引:15
作者
Hwang, Yoo Hee [1 ]
Choi, Sungwoo [2 ]
Mattila, Anna S. [3 ]
机构
[1] Hong Kong Polytech Univ, Sch Hotel & Tourism Management, Hong Kong, Peoples R China
[2] Chinese Univ Hong Kong, Sch Hotel & Tourism Management, Hong Kong, Peoples R China
[3] Penn State Univ, Sch Hospitality Management, Lodging Management, University Pk, PA 16802 USA
关键词
Donation; Crowding; Prosocial behavior; Rounding up; Cause-related marketing; CORPORATE SOCIAL-RESPONSIBILITY; IMPACT; SELF; CUSTOMERS; SERVICESCAPE; SATISFACTION; ENGAGEMENT; APPEALS; CHARITY; IMAGE;
D O I
10.1016/j.ijhm.2020.102779
中图分类号
F [经济];
学科分类号
02 ;
摘要
Prior research demonstrates that consumers are more likely to donate when asked to round up their total bill to the next whole dollar (vs. donate a flat-dollar amount). However, there is scant research demonstrating boundary conditions for the effectiveness of round-up donations. The purpose of this study is to fill this knowledge gap by suggesting crowding level of a service establishment as a boundary condition. Study 1 demonstrates that roundup (vs. flat-dollar) donations decrease perceived pain of donation, thereby increasing donation likelihood. Study 2 shows that round-up (vs. flat-dollar) donations decrease pain of donation in a crowded environment. Conversely, such differences in pain of donation are not observed in a non-crowded environment. The present study contributes to the nascent literature on round-up donations and provides insight to cause-related marketing managers concerning how to design donation messages.
引用
收藏
页数:8
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