Consumer Choices around Corporate Giving: Should Companies Prioritise Aid to the Most Effective Causes?

Aaron Shine, Yvetta Simonyan, Samuel G. B. Johnson

Research output: Contribution to conferencePaperpeer-review

Abstract

This project explores 2 contrasting approaches to corporate giving; distribution vs prioritisation, and their effects on consumer choice. Across 3 studies, we find evidence for our main hypothesis that consumers typically prefer companies which distribute aid across different social causes over those that give priority to a single cause. This is likely due to perceptions of a greater positive impact. However, in studies 2 & 3 when priority is given to the most ‘effective’ cause, the preference for a distributive approach is minimised – but still existent
Original languageEnglish
Publication statusPublished - 11 Nov 2022
EventSociety of Judgement and Decision Making - University of California, San Diego, Rady School of Management, San Diego, USA United States
Duration: 10 Nov 202212 Nov 2022
https://sjdm.org/programs/2022-program.pdf

Conference

ConferenceSociety of Judgement and Decision Making
Abbreviated titleSJDM
Country/TerritoryUSA United States
CitySan Diego
Period10/11/2212/11/22
Internet address

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