Is roundup donation request always preferred: a case for checkout charity
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[1] Appalachian State University
Appalachian State University
Township of Boone, Estados Unidos
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- Localización: International review on public and nonprofit marketing: official publication of the International Association on Public and Nonprofit Marketing, ISSN 1865-1984, Vol. 21, Nº. 3, 2024, págs. 645-658
- Idioma: inglés
- Texto completo no disponible (Saber más ...)
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Resumen
This research attempts to build a basic framework for understanding a fast-growing but little-investigated prosocial solicitation, checkout charity, by looking at round-up or a flat amount donate request, a priori liking of the charity, checkout mode (self-service or cashier), and presence of others (friends or strangers). Three scenario-based lab experiments were conducted. A clear preference for roundup donation request exists only when the scenario in the experiment mentioned that the charity was not particularly liked and checkout was done by the cashier (versus a self-checkout machine). Investigating the cashier condition further, the preference for a roundup request is only exhibited when the scenario mentioned that the charity was not particularly liked and strangers (versus friends) were present during the solicitation.
