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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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