In recent years, the topic of prosocial consumer behavior has garnered more and more
attention from consumer researchers, resulting in a steady increase in published journal …

The authors present an overview of the academic literature on charity advertising. Through
systematically reviewing 63 empirical studies on charity advertising, a synthesis of the body …

Based on theories of attribution and suspicion, three experiments highlight the mediating
role of perceived sincerity of motives in determining the effectiveness of CSR activities. CSR …

We employ a novel adaptation of self-construal theory to explain the theoretical basis of
factors that influence organic food purchase decisions. Study 1 reveals that egoistic (eg …

Despite the growing need, nonprofit organization marketers have not yet fully delineated the
most effective ways to position charitable appeals. Across five experiments, the authors test …

Could power distance, which is the extent that inequality is expected and accepted, explain
why some countries and consumers are more likely to engage in prosocial behavior …

Purpose While the consumer engagement (CE) concept is gaining traction in the literature,
little remains known regarding the ways in which consumers displaying differing cultural …

This study examined when and how charitable advertisements could be effective in the
context of child poverty. An experiment investigated the influences of message framing …

We argue for the importance of a relatively new cultural distinction in the horizontal (valuing
equality) or vertical (emphasizing hierarchy) nature of cultures and cultural orientations. A …

The research examines viewers' actual responses to four televised fund-raising drives by a
public television station over a 2-year period. The 584 pledge breaks we studied contain …