Archives: Publications

When cause-related marketing backfires: Understanding the differential effects of one-for-one promotions for hedonic and utilitarian experiences. A remarkable cause-marketing (CM) strategy has emerged in the marketplace: businesses promise to donate an identical product for each product sold (i.e., a “one-for-one” promotion). Yet despite prosocial tendencies, consumers hesitate when uncertain about others’ preferences, which poses the […]

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Archives: Publications

Working hard to take the easy way out: How the need for cognitive closure shapes strategic effort investment to ease future decision making. Consumers make countless decisions each day that force them to determine the amount of effort they are willing to invest into the decision process. Due to their desire for immediate resolution and propensity to […]

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