Got a dollar? Locomotion orientation decreases the effect of defaults on charitable giving
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Description
As retailers seek to enhance their fundraising capabilities at the checkout, many are debating whether to pair their donation appeals with default options. However, research on the effectiveness of defaults remains conflicted and individual differences among consumers are largely ignored. Addressing this, an experiment was conducted to demonstrate that individual differences in locomotion, a motivation for control in decision-making, impacts the acceptance of defaults, and thus actual donations. Low locomotion was found to increase donations in the presence of defaults. This finding allows marketers to better target customers with defaults in donation appeals and achieve greater fundraising success.
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| ID Code: | 125022 | ||||
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| Item Type: | Contribution to Journal (Journal Article) | ||||
| Refereed: | Yes | ||||
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| Measurements or Duration: | 6 pages | ||||
| Keywords: | Charity donation, Checkout, Locomotion, Regulatory fit, Regulatory mode | ||||
| DOI: | 10.1016/j.jretconser.2018.12.015 | ||||
| ISSN: | 0969-6989 | ||||
| Pure ID: | 33446234 | ||||
| Divisions: | Past > QUT Faculties & Divisions > QUT Business School Current > Schools > School of Advertising, Marketing & Public Relations |
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| Copyright Owner: | 2019 Elsevier Ltd. | ||||
| Copyright Statement: | This work is covered by copyright. Unless the document is being made available under a Creative Commons Licence, you must assume that re-use is limited to personal use and that permission from the copyright owner must be obtained for all other uses. If the document is available under a Creative Commons License (or other specified license) then refer to the Licence for details of permitted re-use. It is a condition of access that users recognise and abide by the legal requirements associated with these rights. If you believe that this work infringes copyright please provide details by email to qut.copyright@qut.edu.au | ||||
| Deposited On: | 25 Jan 2019 01:33 | ||||
| Last Modified: | 27 Jun 2024 16:37 |
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