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dc.contributor.authorLe, Nhat Quang
dc.contributor.authorSupphellen, Magne
dc.contributor.authorBagozzi, Richard P.
dc.date.accessioned2020-12-22T10:16:15Z
dc.date.available2020-12-22T10:16:15Z
dc.date.created2020-09-15T14:36:06Z
dc.date.issued2020
dc.identifier.citationMarketing letters. 2020, .en_US
dc.identifier.issn0923-0645
dc.identifier.urihttps://hdl.handle.net/11250/2720738
dc.description.abstractDonation 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.isoengen_US
dc.rightsNavngivelse 4.0 Internasjonal*
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/deed.no*
dc.subjectMarkedsføringen_US
dc.subjectMarketingen_US
dc.subjectwillingness to donateen_US
dc.subjectdonation behaviorsen_US
dc.subjectsocial informationen_US
dc.subjectresponse efficacyen_US
dc.subjectcharitiesen_US
dc.titleEffects of negative social information on the willingness to support charities: the moderating role of regulatory focusen_US
dc.typePeer revieweden_US
dc.typeJournal articleen_US
dc.description.versionpublishedVersionen_US
dc.source.pagenumber12en_US
dc.source.journalMarketing lettersen_US
dc.identifier.doi10.1007/s11002-020-09540-w
dc.identifier.cristin1830113
cristin.ispublishedtrue
cristin.fulltextoriginal
cristin.qualitycode1


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