Abstract
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.
| Original language | English |
|---|---|
| Pages (from-to) | 692-703 |
| Number of pages | 12 |
| Journal | Psychology and Marketing |
| Volume | 33 |
| Issue number | 9 |
| DOIs | |
| State | Published - 1 Sep 2016 |
EGS Disciplines
- Marketing
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