‘Tis Better to Give than to Receive? How and When Gender and Residence-Based Segments Predict Choice of Donation versus Discount-Based Promotions

Journal of Consumer Psychology, Forthcoming

41 Pages Posted: 3 Jan 2015

See all articles by Karen Page Winterich

Karen Page Winterich

Pennsylvania State University - Mary Jean and Frank P. Smeal College of Business Administration

Robert E. Carter

University of Louisville - College of Business and Public Administration

Michael Barone

University of Louisville - Department of Marketing

Ramkumar Janakiraman

University of South Carolina - Darla Moore School of Business

Ram Bezawada

Baruch College

Date Written: January 2, 2015

Abstract

Donation promotions that tie product purchase to charitable contributions are common in the marketplace. Yet little is known about the sensitivity of different consumer segments to such promotions, particularly relative to traditional discount-based promotions. To address this void, the authors consider the extent to which consumers in traditional demographic segments based on gender and residence vary in their propensity to choose donation versus discount promotions. An experiment along with a field study using in-market data show that female and rural consumers exhibit higher choice probabilities for donation promotions than male and urban consumer segments. The experimental results also demonstrate that interdependence, at least in part, underlies the effect of these demographic and geographic segmentation variables on promotion choice. In addition to providing new theoretical insights involving interdependence and promotion choice, these results offer pragmatic guidance for managers targeting donation versus discount promotions to various consumer segments.

Keywords: promotions, donations, segmentation, interdependence, gender, residence, cause-related marketing

Suggested Citation

Winterich, Karen Page and Carter, Robert E. and Barone, Michael and Janakiraman, Ramkumar and Bezawada, Ram, ‘Tis Better to Give than to Receive? How and When Gender and Residence-Based Segments Predict Choice of Donation versus Discount-Based Promotions (January 2, 2015). Journal of Consumer Psychology, Forthcoming. Available at SSRN: https://ssrn.com/abstract=2544641

Karen Page Winterich (Contact Author)

Pennsylvania State University - Mary Jean and Frank P. Smeal College of Business Administration ( email )

University Park, PA 16802
United States

Robert E. Carter

University of Louisville - College of Business and Public Administration ( email )

Louisville, KY 40292
United States

Michael Barone

University of Louisville - Department of Marketing ( email )

United States

Ramkumar Janakiraman

University of South Carolina - Darla Moore School of Business ( email )

1705 College St
Francis M. Hipp Building
Columbia, SC 29208
United States
8037770534 (Phone)

HOME PAGE: http://businessanalyticslens.com/

Ram Bezawada

Baruch College ( email )

One Bernard Baruch Way, B12-240
New York, NY 10010-5585
United States

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