Warm Glow or Cold, Hard Cash? Social Identity Effects on Consumer Choice for Donation versus Discount Promotions

  title={Warm Glow or Cold, Hard Cash? Social Identity Effects on Consumer Choice for Donation versus Discount Promotions},
  author={Karen Page Winterich and Michael J. Barone},
  journal={Journal of Marketing Research},
  pages={855 - 868}
Across five studies, the authors investigate how social identification influences consumer preference for discount-based promotions (i.e., cents-off deals) versus donation-based promotions (in which purchase results in a donation to a charitable cause). In doing so, they demonstrate the interplay between self-construal and a specific social identity (i.e., that associated with the particular charity featured in a donation-based promotion) on consumers' preferences for these two types of… 

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