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When Less is More: Consumers Prefer Brands that Donate More in Relative versus Absolute Terms

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Listed:
  • Elizabeth A. Keenan

    (Harvard University)

  • Anne V. Wilson

    (University of Pennsylvania)

  • Leslie K. John

    (Harvard University)

Abstract

When trying to make a good impression on consumers through charitable giving, is it better for brands to maximize the overall dollars they donate or how much they give in relative terms; for example, the proportion of profits? Across five studies we show that consumers prefer a brand that donates less in absolute dollars, if it reflects a higher proportion of profits, compared to a brand that donates more money overall, when it reflects a smaller proportion of profits. This preference emerges because consumers use the relative size of the donation as a stronger indicator of the brand’s generosity than the absolute dollar amount. The effect persists even when firms make a smaller amount of money seem more generous (i.e., seem larger in relative terms) than a larger amount by condensing the timeframe of a donation.

Suggested Citation

  • Elizabeth A. Keenan & Anne V. Wilson & Leslie K. John, 2022. "When Less is More: Consumers Prefer Brands that Donate More in Relative versus Absolute Terms," Marketing Letters, Springer, vol. 33(1), pages 31-43, March.
    • Handle: RePEc:kap:mktlet:v:33:y:2022:i:1:d:10.1007_s11002-021-09608-1
    DOI: 10.1007/s11002-021-09608-1
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    References listed on IDEAS

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    Cited by:

    1. Aparna A. Labroo & Natalie Mizik & Russell Winer, 2022. "Sparking conversations: Editors’ Pick with commentaries and thematic article compilations," Marketing Letters, Springer, vol. 33(1), pages 1-4, March.
    2. Ahmed Taher & Amy Rizkalla, 2024. "How brand CSR responses to the pandemic impact brand value, growth, and rank," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-8, December.

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