Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/90521
Title: Rounding up for a cause : the joint effect of donation type and crowding on donation likelihood
Authors: Hwang, YH 
Choi, S
Mattila, AS
Issue Date: Feb-2021
Source: International journal of hospitality management, Feb. 2021, v. 93, 102779
Abstract: 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 round-up (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.
Keywords: Cause-related marketing
Crowding
Donation
Prosocial behavior
Rounding up
Publisher: Pergamon Press
Journal: International journal of hospitality management 
ISSN: 0278-4319
EISSN: 1873-4693
DOI: 10.1016/j.ijhm.2020.102779
Appears in Collections:Journal/Magazine Article

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