Donations to charity as purchase incentives: how well they work may depend on what you are trying to sell

Article Abstract:

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 necessities" (e.g., a box of laundry detergent) to their effectiveness in promoting "frivolous luxuries" (e.g., a hot fudge sundae). The results suggest that charity incentives 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 complementarity with product-charity bundles. (Reprinted by permission of the publisher.)

Social aspects, Marketing, Marketing management, Charitable contributions, Charitable donations

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Consumer research and semiotics: exploring the morphology of signs, symbols, and significance

Article Abstract:

Through a described history of semiotics with its emphasis on the morphology of symbols, meanings and signs, contentions can be made that semiotics may enhance research on consumption and acquisition behaviors, and advance research and theory associated with consumer behavior. Semiotics represents a flexibility that results from its lack of unified hypothesis, and besides the ability to increase our knowledge of our symbolic abilities, semiotics has the positive qualities of a multiple paradigmatic view of science, and a focus on meanings behind consumer actions.

Psychological aspects, Marketing research, Market research, Consumers, Semiotics

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