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.
[button link=”https://archive.ama.org/Archive/AboutAMA/Pages/AMA%20Publications/AMA%20Journals/Journal%20of%20Marketing/TOCs/SUM_2012.4/choice-cause-related-marketing.aspx” text=”Get the full study”]