Can Supporting a Cause Decrease Donations and Happiness? The Cause Marketing Paradox

By Aradhna Krishna. 2011

122 citations recorded by the source corpus.

Subfields: Cognitive Neuroscience, Information Systems and Management, Safety Research

View Paper: https://www.semanticscholar.org/paper/96c6d645077c29c749680a0604dd4f3d397ad0c7

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Cognitive Neuroscience

1. K. White
2. Danit Ein-Gar
3. Liat Levontin
4. T. James
5. J. Peloza
6. Hanna Zagefka
7. Jennifer J. Argo
8. Darren W. Dahl

In Information Systems and Management

1. J. Peloza
2. Danit Ein-Gar
3. Liat Levontin
4. T. James
5. K. White
6. Hanna Zagefka
7. Caroline Flammer

In Safety Research

1. Danit Ein-Gar
2. Liat Levontin
3. T. James
4. J. Peloza
5. K. White
6. Hanna Zagefka
7. Pamala Wiepking
8. René Bekkers

Citations in the corpus

• Knowledge creation in consumer research: Multiple routes, multiple criteria (2012, unknown): “Thus Krishna (2011) studied consumers buying a product on cause marketing, where part of the proceeds from the sale of the product go to a cause such as AIDS research.”
• Explaining the Paradox: How Pro-Environmental Behaviour can both Thwart and Foster Well-Being (2013, unknown): “In fact, if people engage in pro-social or good behaviour because of direct or indirect personal benefits such as monetary gain, social approval or job opportunities, its effect on eudaimonic well-being diminishes [73,77,78].”
• The Nature of Slacktivism: How the Social Observability of an Initial Act of Token Support Affects Subsequent Prosocial Action (2014, background): “In an investigation of cause marketing programs, Krishna (2011) found that consumers donated less to a charity after purchasing a cause-marketing product (vs. the same product without donation).”
• The Psychology of Charitable Donations to Disaster Victims and Beyond (2015, background): “…other disciplines have grappled with this question, for example, economics (e.g., Andreoni, 1998; Frey & Meier, 2004; Smeaton, Marsh, Rajkumar, & Thomas, 2004), sociology (e.g., Simmons, 1991) and marketing research (e.g., Krishna, 2011; Louie & Obermiller, 2000; Webb, Green, & Brashear, 2000).”
• Giving from a distance: Putting the charitable organization at the center of the donation appeal (2013, background): “Strahilevitz, 1999) might result in a decrease in donation-giving (i.e. The Cause Marketing Paradox; Krishna, 2011).”
• Does retailer CSR enhance behavioral loyalty? A case for benefit segmentation (2014, background): “…is motivated by both selfish and selfless altruism, where the ultimate goal of the former is self-benefit with helping others being an instrumental goal, while the ultimate goal of the latter is helping others with self-benefit as an unintended consequence (Batson and Shaw 1991; Krishna 2011).”