Rendez-vous marketing avec le professeur Ashesh Mukherjee

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Le Département de marketing vous invite à une présentation du professeur Ashesh Mukherjee. La présentation portera sur son article The Effect of Non-Monetary Unconditional Gifts on Charitable Behavior: Reactance versus Reciprocity.

La présentation se déroulera en anglais.

Résumé

The Effect of Non-Monetary Unconditional Gifts on Charitable Behavior: Reactance versus Reciprocity

Charities often enclose non-monetary unconditional gifts (i.e., NMUG) such as greeting cards, pens, and keychains with their donation appeals in an effort to increase donations. However, we show that this strategy of enclosing NMUG can backfire to reduce donation intent when reactance is magnified by high trait reactance or high donation pressure, and reciprocity is lowered by lack of past donations to the charity. Further, we show that charities can mitigate the negative effect of NMUG on donation intent by strengthening reciprocity through gift usage. These results were observed across seven studies with a range of charities, gifts, and respondents, for the outcomes of donation intent, incentive compatible donation amount and actual donations of money. Our findings contribute theoretically by specifying when and why NMUG in appeals from charitable organizations are likely to decrease versus increase donations. Our findings also provide guidelines to charities for effectively using NMUG in their appeals.