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

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

Status	embargoed access
Embargo End Date	2024-02-28

View full-text via PolyU eLinks

42

Last Week
0

Last month

Citations as of Jun 4, 2023

4

Citations as of Jun 8, 2023

3

Citations as of Jun 8, 2023

Check