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

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

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

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

University of Waterloo

Research output: Contribution to conference › Paper › peer-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 language	English
Publication status	Published - 11 Nov 2022
Event	Society of Judgement and Decision Making - University of California, San Diego, Rady School of Management, San Diego, USA United States Duration: 10 Nov 2022 → 12 Nov 2022 https://sjdm.org/programs/2022-program.pdf

Conference

Conference	Society of Judgement and Decision Making
Abbreviated title	SJDM
Country/Territory	USA United States
City	San Diego
Period	10/11/22 → 12/11/22
Internet address	https://sjdm.org/programs/2022-program.pdf

Access to Document

https://sjdm.org/presentations/2022-Poster-Shine-Aaron-Prioritising-Effective-Causes.pdf

The effect of costs versus benefits of CSR efforts on consumers
Shine, A. (PI), Johnson, S. (PI) & Simonyan, Y. (PI)
1/01/20 → …
Project: Other

Cite this

@conference{652046e62b654db987c23857ee88ca99,

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

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 {\textquoteleft}effective{\textquoteright} cause, the preference for a distributive approach is minimised – but still existent",

author = "Aaron Shine and Yvetta Simonyan and Johnson, \{Samuel G. B.\}",

year = "2022",

month = nov,

day = "11",

language = "English",

note = "Society of Judgement and Decision Making, SJDM ; Conference date: 10-11-2022 Through 12-11-2022",