IDEAS home Printed from https://ideas.repec.org/a/spr/irpnmk/v19y2022i3d10.1007_s12208-021-00315-1.html
   My bibliography  Save this article

Would you like to donate your reward points today? Mental accounting and checkout charity

Author

Listed:
  • Min Chung Han

    (Kean University)

Abstract

Checkout charity is the solicitation of charitable donations from consumers during the checkout process via a cashier or computer automated system. Although checkout charity has become ubiquitous in the retail industry, consumers often felt pressured to donate and wished not to be asked to donate. How can we encourage consumers to donate when they encounter online checkout charity and make feel good about it? This study tried to address this question by identifying how online shoppers’ attitudes and donation behavior could be influenced by donation payment method based on mental accounting. The result confirms that requesting a donation in reward points would enhance consumers’ attitude toward the retailer and their intention to donate to an online checkout charity. This study provides important managerial implications for companies, charities, and practitioners regarding how they can improve their online checkout charity practice to increase donations and sales and garner the benefits of enhanced corporate image by aligning themselves with charities.

Suggested Citation

  • Min Chung Han, 2022. "Would you like to donate your reward points today? Mental accounting and checkout charity," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 533-553, September.
    • Handle: RePEc:spr:irpnmk:v:19:y:2022:i:3:d:10.1007_s12208-021-00315-1
    DOI: 10.1007/s12208-021-00315-1
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s12208-021-00315-1
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s12208-021-00315-1?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Manoj Thomas & Kalpesh Kaushik Desai & Satheeshkumar Seenivasan, 2011. "How Credit Card Payments Increase Unhealthy Food Purchases: Visceral Regulation of Vices," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(1), pages 126-139.
    2. Soman, Dilip, 2001. "Effects of Payment Mechanism on Spending Behavior: The Role of Rehearsal and Immediacy of Payments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(4), pages 460-474, March.
    3. Robin L. Soster & Andrew D. Gershoff & William O. Bearden, 2014. "The Bottom Dollar Effect: The Influence of Spending to Zero on Pain of Payment and Satisfaction," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(3), pages 656-677.
    4. Chun-Tuan Chang & Xing-Yu (Marcos) Chu, 2020. "The give and take of cause-related marketing: purchasing cause-related products licenses consumer indulgence," Journal of the Academy of Marketing Science, Springer, vol. 48(2), pages 203-221, March.
    5. Richard H. Thaler, 2008. "Mental Accounting and Consumer Choice," Marketing Science, INFORMS, vol. 27(1), pages 15-25, 01-02.
    6. Obeng, Efua & Nakhata, Chinintorn & Kuo, Hsiao-Ching, 2019. "“Paying it forward: The reciprocal effect of superior service on charity at checkout”," Journal of Business Research, Elsevier, vol. 98(C), pages 250-260.
    7. Park, Eunil & Kim, Ki Joon & Kwon, Sang Jib, 2017. "Corporate social responsibility as a determinant of consumer loyalty: An examination of ethical standard, satisfaction, and trust," Journal of Business Research, Elsevier, vol. 76(C), pages 8-13.
    8. Shefrin, Hersh M & Thaler, Richard H, 1988. "The Behavioral Life-Cycle Hypothesis," Economic Inquiry, Western Economic Association International, vol. 26(4), pages 609-643, October.
    9. Arkes, Hal R. & Joyner, Cynthia A. & Pezzo, Mark V. & Nash, Jane Gradwohl & Siegel-Jacobs, Karen & Stone, Eric, 1994. "The Psychology of Windfall Gains," Organizational Behavior and Human Decision Processes, Elsevier, vol. 59(3), pages 331-347, September.
    10. Drazen Prelec & George Loewenstein, 1998. "The Red and the Black: Mental Accounting of Savings and Debt," Marketing Science, INFORMS, vol. 17(1), pages 4-28.
    11. Shafir, Eldar & Thaler, Richard H., 2006. "Invest now, drink later, spend never: On the mental accounting of delayed consumption," Journal of Economic Psychology, Elsevier, vol. 27(5), pages 694-712, October.
    12. Priya Raghubir & Joydeep Srivastava, 2009. "The Denomination Effect," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(4), pages 701-713, December.
    13. Heath, Chip & Soll, Jack B, 1996. "Mental Budgeting and Consumer Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 23(1), pages 40-52, June.
    14. Sucharita Chandran & Vicki G. Morwitz, 2005. "Effects of Participative Pricing on Consumers' Cognitions and Actions: A Goal Theoretic Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(2), pages 249-259, September.
    15. Strahilevitz, Michal & Myers, John G, 1998. "Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 434-446, March.
    16. Constantinos N. Leonidou & Dionysis Skarmeas, 2017. "Gray Shades of Green: Causes and Consequences of Green Skepticism," Journal of Business Ethics, Springer, vol. 144(2), pages 401-415, August.
    17. Berinsky, Adam J. & Huber, Gregory A. & Lenz, Gabriel S., 2012. "Evaluating Online Labor Markets for Experimental Research: Amazon.com's Mechanical Turk," Political Analysis, Cambridge University Press, vol. 20(3), pages 351-368, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ma, Qingguo & He, Yijin & Tan, Yulin & Cheng, Lu & Wang, Manlin, 2024. "Unveiling the Impact of Payment Methods on Consumer Behavior: Insights and Future Directions," OSF Preprints 3fphk, Center for Open Science.
    2. Antonides, Gerrit & Manon de Groot, I. & Fred van Raaij, W., 2011. "Mental budgeting and the management of household finance," Journal of Economic Psychology, Elsevier, vol. 32(4), pages 546-555, August.
    3. Sarofim, Samer & Chatterjee, Promothesh & Rose, Randall, 2020. "When store credit cards hurt retailers: The differential effect of paying credit card dues on consumers' purchasing behavior," Journal of Business Research, Elsevier, vol. 107(C), pages 290-301.
    4. Shi, Haijiao & Chen, Rong & Xu, Xiaobing, 2021. "How reward uncertainty influences subsequent donations: The role of mental accounting," Journal of Business Research, Elsevier, vol. 132(C), pages 383-391.
    5. Dalla Costa, Aldo Fortunato & Mollica, Vito & Singh, Abhay, 2021. "Payment methods and the disposition effect: Evidence from Indonesian mutual fund trading," Journal of Behavioral and Experimental Finance, Elsevier, vol. 30(C).
    6. Johannes Abeler & Felix Marklein, 2017. "Fungibility, Labels, and Consumption," Journal of the European Economic Association, European Economic Association, vol. 15(1), pages 99-127.
    7. Dilip Soman & Amar Cheema, 2002. "The Effect of Credit on Spending Decisions: The Role of the Credit Limit and Credibility," Marketing Science, INFORMS, vol. 21(1), pages 32-53, September.
    8. Falk, Tomas & Kunz, Werner H. & Schepers, Jeroen J.L. & Mrozek, Alexander J., 2016. "How mobile payment influences the overall store price image," Journal of Business Research, Elsevier, vol. 69(7), pages 2417-2423.
    9. Khan, Jashim & Belk, Russell W. & Craig-Lees, Margaret, 2015. "Measuring consumer perceptions of payment mode," Journal of Economic Psychology, Elsevier, vol. 47(C), pages 34-49.
    10. Chu, Hsunchi & Liao, Shuling, 2010. "Buying while expecting to sell: The economic psychology of online resale," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1073-1078, September.
    11. Kamleitner, Bernadette & Hoelzl, Erik & Kirchler, Erich, 2010. "Experiencing costs and benefits of a loan transaction: The role of cost-benefit associations," Journal of Economic Psychology, Elsevier, vol. 31(6), pages 1047-1056, December.
    12. Amasino, Dianna R. & Dolgin, Jack & Huettel, Scott A., 2023. "Eyes on the account size: Interactions between attention and budget in consumer choice," Journal of Economic Psychology, Elsevier, vol. 97(C).
    13. Broekhoff, Marie-Claire & van der Cruijsen, Carin, 2024. "Paying in a blink of an eye: it hurts less, but you spend more," Journal of Economic Behavior & Organization, Elsevier, vol. 221(C), pages 110-133.
    14. Ume Habibah & Ibne Hassan & Muhammad Shahid Iqbal & Naintara, 2018. "Household behavior in practicing mental budgeting based on the theory of planned behavior," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 4(1), pages 1-14, December.
    15. Silva, Emmanuel Marques & Moreira, Rafael de Lacerda & Bortolon, Patricia Maria, 2023. "Mental Accounting and decision making: a systematic literature review," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 107(C).
    16. Yizhao Jiang, 2022. "The Influence of Payment Method: Do Consumers Pay More with Mobile Payment?," Papers 2210.14631, arXiv.org.
    17. Priya Jha-Dang, 2006. "A Review of Psychological Research on Consumer Promotions and a New Perspective Based on Mental Accounting," Vision, , vol. 10(3), pages 35-43, July.
    18. Milkman, Katherine L. & Beshears, John, 2009. "Mental accounting and small windfalls: Evidence from an online grocer," Journal of Economic Behavior & Organization, Elsevier, vol. 71(2), pages 384-394, August.
    19. Schuster, Emanuel & Spann, Martin, 2024. "Pay today, or delay the pay: Consumer preference for double flat-rate pricing plans," Journal of Business Research, Elsevier, vol. 182(C).
    20. Koch, Alexander K. & Nafziger, Julia, 2016. "Goals and bracketing under mental accounting," Journal of Economic Theory, Elsevier, vol. 162(C), pages 305-351.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:irpnmk:v:19:y:2022:i:3:d:10.1007_s12208-021-00315-1. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.