dc.contributor.author | Le, Nhat Quang | |
dc.contributor.author | Supphellen, Magne | |
dc.contributor.author | Bagozzi, Richard P. | |
dc.date.accessioned | 2020-12-22T10:16:15Z | |
dc.date.available | 2020-12-22T10:16:15Z | |
dc.date.created | 2020-09-15T14:36:06Z | |
dc.date.issued | 2020 | |
dc.identifier.citation | Marketing letters. 2020, . | en_US |
dc.identifier.issn | 0923-0645 | |
dc.identifier.uri | https://hdl.handle.net/11250/2720738 | |
dc.description.abstract | Donation campaigns that have an unsuccessful start often trigger negative social
information in the social and mass media (e.g., “few others have donated so far”).
Little research exists to shed light on the effects of such information in the context of
donations. Across three studies involving different causes and different channels of
communication, we find harmful effects of negative social information on the willingness to donate among prevention-focused consumers but tendencies of positive effects
for consumers with a promotion focus. We identify response efficacy as a mediator of
the harmful effect for prevention-focused consumers. This finding suggests that social
proof theory is not sufficient to explain the harmful effect of negative social information. Alternative mediators are tested and rejected. The findings imply that an effective
strategy to avoid harmful effects of negative social information is to trigger a promotion
focus in target group members and communicate facts about charity effectiveness. | en_US |
dc.language.iso | eng | en_US |
dc.rights | Navngivelse 4.0 Internasjonal | * |
dc.rights.uri | http://creativecommons.org/licenses/by/4.0/deed.no | * |
dc.subject | Markedsføring | en_US |
dc.subject | Marketing | en_US |
dc.subject | willingness to donate | en_US |
dc.subject | donation behaviors | en_US |
dc.subject | social information | en_US |
dc.subject | response efficacy | en_US |
dc.subject | charities | en_US |
dc.title | Effects of negative social information on the willingness to support charities: the moderating role of regulatory focus | en_US |
dc.type | Peer reviewed | en_US |
dc.type | Journal article | en_US |
dc.description.version | publishedVersion | en_US |
dc.source.pagenumber | 12 | en_US |
dc.source.journal | Marketing letters | en_US |
dc.identifier.doi | 10.1007/s11002-020-09540-w | |
dc.identifier.cristin | 1830113 | |
cristin.ispublished | true | |
cristin.fulltext | original | |
cristin.qualitycode | 1 | |