Do promotions make consumers more generous? The impact of price promotions on consumers’ donation behavior

• Main Authors: Zhang, Kuangjie, Cai, Fengyan, Shi, Zhengyu
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2022
• Subjects: Business::General; Donation Behavior; Perceived Resources
• Online Access: https://hdl.handle.net/10356/155668
• Institution: Nanyang Technological University

Despite growing concerns regarding the increasing consumerism related to promotions, this research documents a positive effect of price promotions on consumers’ donation behavior. Specifically, the authors propose that price promotions increase consumers’ perceived resources, which in turn increase...