TY - JOUR
T1 - One For Me, One For You
T2 - Cause-Related Marketing with Buy-One Give-One Promotions
AU - Hamby, Anne
N1 - Publisher Copyright:
© 2016 Wiley Periodicals, Inc.
PY - 2016/9/1
Y1 - 2016/9/1
N2 - A Buy-one Give-one (BOGO) donation model features the donation of a physical entity and is a popular cause-related marketing (CM) promotion format. Little is known about factors that underlie consumer response to BOGO-format promotions. The current studies, collectively, indicate BOGO promotions evoke a concrete construal mindset [(Trope & Liberman). Temporal construal. Psychological Review, 110, 403–421], which influences consumer response in a distinct manner: BOGO promotions enhance promotion attitudes and purchase intention when bundled with utilitarian products, and enhance consumer response through perceived helpfulness of the donated entity.
AB - A Buy-one Give-one (BOGO) donation model features the donation of a physical entity and is a popular cause-related marketing (CM) promotion format. Little is known about factors that underlie consumer response to BOGO-format promotions. The current studies, collectively, indicate BOGO promotions evoke a concrete construal mindset [(Trope & Liberman). Temporal construal. Psychological Review, 110, 403–421], which influences consumer response in a distinct manner: BOGO promotions enhance promotion attitudes and purchase intention when bundled with utilitarian products, and enhance consumer response through perceived helpfulness of the donated entity.
UR - http://www.scopus.com/inward/record.url?scp=84981556640&partnerID=8YFLogxK
UR - https://doi.org/10.1002/mar.20910
U2 - 10.1002/mar.20910
DO - 10.1002/mar.20910
M3 - Article
AN - SCOPUS:84981556640
SN - 0742-6046
VL - 33
SP - 692
EP - 703
JO - Psychology and Marketing
JF - Psychology and Marketing
IS - 9
ER -