Choice of Cause in Cause-Related Marketing

Choice of Cause in Cause-Related Marketing (a series of research studies by Stefanie Robinson, Caglar Irmak and Satish Jayachandran out of North Carolina State University) demonstrated that giving consumers a choice of cause under the right conditions can have a positive impact on consumer donation levels and participation. The studies also demonstrate several cases where giving consumers a choice of cause may not be as effective or even detrimental.

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