Donations to Charity as Purchase Incentives How Well They Work May Depend on What You Are Trying to Sell 向慈善机构捐款作为购买激励：它们的效果可能取决于你想卖什么.pdfVIP

Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell MICHAL STRAHILEVITZ JOHN G. MYERS * This article focuses on the bundling of products with promised contributions to charity. Two lab experiments and one field study are conducted that compare the effectiveness of promised donations to charity in promoting ‘‘practical neces- sities’’ (e.g., a box of laundry detergent) to their effectiveness in promoting ‘‘frivo- lous luxuries’’ (e.g., a hot fudge sundae). The results suggest that charity incen- tives are more effective in promoting frivolous products than in promoting practical products. This research extends prior work on the effects of bundling complementary positive outcomes into the domain of affect-based complemen- tarity with product-charity bundles. he use of promised donations to charity as a purchase BACKGROUND Tincentive has become quite common in the market. In 1994 companies spent over $1 billion on cause-related The Role of Complementarity in the marketing campaigns. The type of products and the range Evaluation of Multiple Outcomes of companies that have used cause-related marketing have One way of approaching the bundling of products with been quite diverse. For