How sales promotions influence impulse buying : the critical role of affect and cognition

Bien que la plupart des recherches antérieures montrent qu'un pourcentage important des achats impulsifs est influencé par des promotions de vente, aucune étude à ce jour n’a examiné les mécanismes psychologiques qui soutiennent cette influence. Cette thèse vise à combler cette lacune importante. Elle étudie les processus affectifs-cognitifs-comportementaux qui sous-tendent l'influence des promotions sur les achats impulsifs. Elle examine également l’influence de catégories de promotions et certains traits de personnalité des consommateurs sur ces processus. Nous adoptons une approche cognitive-affective de l'achat impulsif qui tend à montrer le rôle de l’affect et la délibération cognitive lors d’influence des stimuli externes sur les comportements impulsifs. Les émotions envers une promotion sont définies en termes d’états affectifs éprouvés par le consommateur à un moment donné envers une promotion particulière. Les groupes d'émotions avec la même polarité sont classés comme l’affect positif ou l’affect négatif. La cognition envers une promotion est définie en termes d’évaluations des bénéfices qui peuvent être obtenus d’une promotion particulière avec l'achat du produit promu. Nous étudions le rôle médiateur de l’affect et de la cognition envers une promotion lors d’un processus d'achat impulsif. Nous examinons également la pertinence de la variable affect envers une promotion en étudiant si l’affect et la cognition jouent des rôles complémentaires ou redondants dans la prédiction du comportement du consommateur. Nos résultats révèlent que deux mécanismes distincts coexistants, soit le transfert de l’affect et de la cognition, sous-tendent l’achat impulsif des produits en promotion. En accord avec la théorie de l'Appraisal, les évaluations cognitives de bénéfices d’une promotion génèrent une réaction affective chez les consommateurs. Cette dernière à son tour influence leur comportement d’achat impulsif. Des recherches antérieures constatent que les réponses impulsives des consommateurs aux promotions diffèrent d'une catégorie de promotion à l'autre. Cependant, la cause de cette différence est peu étudiée dans la littérature. Cette thèse vise à combler cette lacune. Nous attribuons cette différence au fait que les antécédents psychologiques varient entre les achats de produits promus avec différents types de promotions. Par conséquent, nous examinons le rôle modérateur de la catégorie de promotion dans le processus d'achat impulsif. Nos résultats confirment notre hypothèse. Ils démontrent que l'achat impulsif d'un produit promu par une promotion nonmonétaire est un acte de plaisir. La cognition hédonique et l’affect positif que les consommateurs éprouvent ont une influence significative sur leur achat impulsif. D'autre part, dans le cas des promotions monétaires les consommateurs font une évaluation coût-bénéfice dans laquelle ils considèrent également leur cognition utilitaire et l’affect négatif qu'ils éprouvent vers la promotion de ventes. Le dernier volet de cette recherche étudie comment le processus d'achat impulsif de produits en promotion diffère parmi les consommateurs ayant des traits de personnalité distincts. Nous choisissons deux traits de personnalité qui sont liés à l'attention et la réaction des consommateurs aux promotions et à leur tendance à faire des achats impulsifs, soit la tendance à l'impulsivité dans l'achat et la sensibilité aux promotions de vente. Nos résultats démontrent que ces traits influencent l’affect et la cognition que le consommateur éprouve envers une promotion. Ils modèrent également les rôles des mécanismes affectifs et cognitifs dans le processus d’achat impulsif. Les résultats de notre analyse de la relation entre ces traits de personnalité démontrent que les deux traits augmentent des impulsions et des achats impulsifs. Cependant, ils diffèrent en termes des réactions affectives et cognitives sous-jacentes. Les consommateurs impulsifs font des achats impulsifs en raison de leur forte tendance à chercher des récompenses, alors que l'achat impulsif des consommateurs sensibles aux promotions est un acte délibératif de l'auto-indulgence pour bénéficier des avantages utilitaires des promotions. Cette thèse apporte des contributions importantes à la littérature. Parmi tous, nos résultats montrent comment les promotions de ventes encouragent les consommateurs à acheter sur impulsion. Il est confirmé que l’affect envers une promotion est un prédicteur important de réponses promotionnelles qui a été négligé dans les recherches précédentes. En outre, la catégorie de promotion et les traits de personnalité se trouvent à modérer les processus affectifs-cognitifs-comportementaux d’achat impulsif. Enfin, les implications managériales sont fournies pour manipuler des caractéristiques de promotion des ventes dans le but d'encourager les achats impulsifs à travers les consommateurs avec différents traits de personnalité. Mots clés : Comportement de l'acheteur, Achat impulsif, Promotion de vente, Réponse émotionnelle, Affect envers une promotion de vente, Réponse cognitive, Cognition envers une promotion de vente, Tendance à l'impulsivité dans l'achat, Sensibilité aux promotions de venteAlthough past research demonstrates that a significant percentage of impulsive purchases come from sales promotions, no studies to date have examined the psychological mechanisms leading to this influence. To better understand the role of sales promotions in impulse buying situations, this dissertation aims to address this critical gap. To this end, first of all, we investigate cognitive-affective-behavioural processes underlying the influence of sales promotions on impulsive purchases. Further, we examine the moderating role of sales promotions category on these processes. Finally, we study how these processes differ among consumers with different personality traits. This dissertation adopts a cognitive-affective approach to impulse buying. It claims that cognitive deliberation also plays a mediating role between external stimuli and impulse buying behaviour, although affective reactions would have more influence. Emotions towards promotions are defined in terms of subjective feeling states experienced by consumers at a given point of time towards a promotion. Clusters of emotions with the same polarity are referred to as either positive or negative promotion affect. Promotion cognition is defined as the evaluative meaning of a sales promotion in terms of the benefits that can be derived out of it with the purchase of the promoted product. We investigate the mediating role of promotion affect and promotion cognitions in impulse buying process of promoted products. We also examine the relevance of the construct of promotion affect by studying whether promotion affect and promotion cognition play complementary or redundant roles in predicting consumer impulsive behaviour. Our results reveal that two separate coexisting mechanisms, affect transfer and cognitions, are the underlying foundations of impulse buying decisions of promoted products. Consistent with the Appraisal theory, cognitive evaluation of the benefits of a promotion prompts consumer affective responses. This promotion affect in turn mediates the influence of promotion cognitions on consumer impulse buying behaviour. Past research finds that consumer impulsive responses to promotions differ from a sales promotion category to other. However, the cause underlying this difference is still understudied in the literature. This dissertation aims to address this gap. It attributes this difference to the fact that psychological antecedents vary between purchases of products promoted with different types of promotions. Therefore, it examines the moderating role of sales promotion category on the process of impulse buying. The results confirm this role. They demonstrate that impulsive purchase of a product promoted by a non-monetary sales promotion is an all pleasure act; hedonic promotion cognitions and positive promotion affect that consumers experience have a significant influence on their impulsive purchase. On the other hand, in the case of monetary sales promotions, consumers make a cost-benefit evaluation where they also consider their utilitarian cognitions and negative affect that they may experience towards the sales promotion. The role of consumer personality traits is emphasized in both the impulse buying and behavioural pricing literature. To contribute to this understanding, this dissertation investigates the role of consumer personality traits in cognitive-affective triggers of impulsive promotional responses. Two consumer personality traits related to consumers’ attention and reaction to sales promotions and their propensity to make impulsive purchases are buying impulsiveness trait and deal-proneness trait. The results confirm that these traits influence affect and cognition that consumers experience towards promotions. They also moderate the process of impulse buying. Moreover, the results of our analysis about the relationship between buying impulsiveness and deal-proneness traits show that although both traits result in increased buying urges and impulsive purchases, they differ in focus and underlying affective and cognitive reactions. Impulsive consumers make impulsive purchases due to their strong reward seeking tendency, whereas the impulsive purchase of deal-prone consumers is a deliberative act of self-indulgence to gain from utilitarian benefits of promotional offers. This dissertation makes important contributions to the behavioural pricing and impulse buying literature. Our results demonstrate how sales promotions encourage consumers to purchase on impulse. We also confirm that promotion affect is a previously overlooked standalone predictor of consumer promotional responses. Moreover, sales promotion category and consumer personality traits are found to moderate cognitive-affective-behavioural triggers of impulsive promotional purchases. Finally, managerial implications are provided and it is discussed how to manipulate sales promotion characteristics in order to encourage impulsive purchases across consumers with different levels of buying impulsiveness and deal-proneness traits. Keywords: Buyer behaviour, Impulse buying, Sales promotion, Emotional response, Promotion affect, Cognitive response, Promotion Cognition, Buying impulsiveness trait, Deal-proneness trai

Three Research Essays on the Effects of Charity Website Design on Online Donations

This dissertation, which comprises three essays, examines the effects of charity website characteristics on people\u27s attitudes and online donation behaviors based on the elaboration likelihood model of persuasion (Essay 1), the halo effect (Essay 2), and self-schema, congruity, and visual rhetoric (Essay 3). Essay 1: The Elaborating Role of Personal Involvement with Charity Giving and Helper\u27s High on the Effects of Website Quality: Multiple Roles of Variables Although the Elaboration Likelihood Model (ELM) has been utilized for decades, researchers have not leveraged its full capabilities and richness in understanding the multiple roles postulate and employing the central and peripheral routes to persuasion. The central theme of this study is that cues can assume multiple roles, serving as central or peripheral cues, depending on an elaboration state. Moreover, this study asserts that a variable cannot be determined as a central or peripheral cue without consisting the elaboration state and associated theoretical explanations. This study theorizes and empirically tests the multiples roles postulate in the context of charity website and online donations. Using websites as a persuasion channel, this study investigates the effects of charity website quality, consisting of information content quality and system quality, on attitude toward the charity website, which in turn influences willingness to donate to the charity website. In keeping with the multiple roles postulate, this research investigates two charity-specific motivational constructs, personal involvement with charity giving and helper\u27s high as elaboration states, proposing that people with high personal involvement are more likely to be persuaded by information content, including financial, performance, and donation information. Likewise, individuals who reflect greater helper\u27s high, will rely more on system quality characteristics (including navigability, download delay, visual aesthetics, and security) in evaluating and forming their attitudes toward the charity websites. The results of structural equation modeling supported all hypotheses. This study extends the ELM by supporting the multiple roles postulate that has not received adequate attention in prior research and introducing charity-specific elaboration motivations. Essay 2: Beautiful is Good and Good is Reputable: Multi-Attribute Charity Website Evaluation and Reputation Formation under the Halo Effect The halo effect has been extensively employed to understand how people make judgments of quality about an object. However, there is little research on how people evaluate multi-attribute objects and what types of salient halos exist in their evaluation. In addition, little research has investigated the initial reputation formation of an unknown object. Based on these two research lacuna, the purposes of this study is to identify if there are evidences of various salient halos in evaluating multi-attributes objects and to theorize initial reputation formation. To accomplish these research objectives, this study employs charity websites as a multi-attribute donation channel consisting of three dimensions of information contents (mission, financial, and donation assistance information) and four dimensions of system functionalities/features (i.e., navigability, download speed, visual aesthetics, and security). This study proposes collective halo, aesthetics halo, two-sided quality halo, quality halo, and reputation halo in the context of charity website evaluation. The results of structural equation modeling and other analyses show evidence of the proposed halos. Essay 3: The Effects of Schema Congruity and Visual Consistency on Social Judgment of Charity Websites Effectively designed websites can positively enhance the donors\u27 perceptions so as to facilitate online donations. Drawing on extensive research on self-schema, congruity, and visual rhetoric, this study examines the effects of schema congruity (SC) and visual consistency (VC) on the perceived warmth and competence of charity websites. This study theorizes schema-visual congruity, an interaction between SC and VC. Using a controlled lab experiment, this study finds significant main effects of schema congruity and visual consistency on perceived warmth and competence. Also, there is a positive interaction between SC and VC, supporting the need for schema-visual congruity as a determinant of perceived warmth and competence. Consistent with prior eCommerce and donation research, this study finds that positive perceptions of charity websites (i.e., warmth and competence) increase attitude toward donation to the website, which in turn influences donation intention

Exciting on Facebook or competent in the newspaper? : Media effects on consumers’ perceptions of brands in the fashion category

Media investments are continuously shifting from traditional media like newspapers to digital alternatives like websites and social media. This study investigated if and how media choice between the two rival channels can influence consumers’ perceptions of a novel brand. 504 Swedish retail fashion customers participated in an experiment to evaluate the identical advertisement placed either in a national newspaper or on Facebook. The results revealed that advertising in a newspaper can have a positive effect on brand equity facets and purchase intention through brand personality perceptions of being competent, while advertising on Facebook have similar effects but through perceptions of being exciting. Besides some evidence that choice between traditional and new media affects brand personality this study is one of the first attempts to incorporate media channel choice into the broader customer-based brand equity framework. The results from this particular study suggest that media channel choice should be considered from a brand equity building perspective at least in the fashion category. This study shows that different media channels could complement each other strategically, as traditional media channels still can have valuable and unique contributions to brand building through brand personality perceptions, especially for brands striving to be perceived as competent

Spotless? Perceived Cleanliness in Service Environments

This dissertation presents research on customers’ perceptions of cleanliness in service environments. The research contributes to the gap in the literature on cleanliness examined from a customer perspective, and adds to the understanding of environmental cues that influence perceived cleanliness. Part one of the dissertation includes the operationalisation of the concept of perceived cleanliness and the development of an instrument to measure perceived cleanliness. Results showed that perceived cleanliness consists of three dimensions: cleaned, fresh, and uncluttered. Next, the Cleanliness Perceptions Scale (CP-scale) was developed and validated in different service environments, resulting in a 12 item questionnaire that can be used to measure perceived cleanliness in service environments. Part two includes the experimental research on the effects of different environmental cues on perceived cleanliness. It furthermore explores to what extent the effects of these environmental cues on perceived cleanliness can be explained by the concept of priming. The experiments demonstrated that particular environmental cues influence perceived cleanliness: the visible presence of cleaning staff, light colour, light scent, and uncluttered architecture positively influence customers’ perceptions of cleanliness in service environments. Also, empirical support was found for priming as one of the mechanisms involved in the effects. Part three reflects on the implications of the dissertation for theory and practice. The research provides knowledge that is relevant for the fields of facility management, service marketing, social psychology, and environmental psychology. The dissertation improves the understanding of the concept of perceived cleanliness by enabling scholars and practitioners to measure the concept and the effects of particular environmental cues in service environments

The effects of brands and country of origin on consumers' buying intention in Saudi Arabia

The Country of Origin (COO) and branded product are concepts that have been studied widely in social science. This is manifested in the movement and progress of studies related to these concepts from simple to sophisticated and in-depth ones. However, previous studies still have many limitations and have recommended further research in this field. Among these limitations is the restricted geographical spread of study areas, as most of the previous COO studies have been conducted in the United States, Canada, and other developed countries. Another gap in the extant COO literature is the scarcity of food product studies, as most of the COO studies have concerned durable goods such as cars, T.V. sets, appliances, etc. The food product studies found are rarely related to the effect of COO on buying intention or consumer perception; hence, a study of the effect of COO and branded product on food products is an addition to the literature. Moreover, previous COO research suffers from an inadequate assessment of the reliability and validity of the widely used measurement scales. Adapted scales for COO, branded product and brand parity that fit the culture and the research product have been developed specifically for this research. These scales are reasonably valid and reliable. A process for scale adaptation has been developed using a qualitative approach; this process can be followed in any similar studies in future. An attempt is made to address these limitations in this study, which examines how Saudis, as Muslim consumers, use the Country of Origin (COO) and branded product cues in their buying intention decisions and how their socioeconomic characteristics, ethnocentrism and perceptions about brand parity affect their perception of COO and branded product. Based on a thorough literature review, an analytical model that depicts the different relationships between the research constructs and the research hypotheses has been developed. A complementary qualitative and quantitive approach has been used in this research, and the outcome of combining the two methods has strengthened the reliability of the research findings. The process of combining the two methods has been proven to be a prudent decision, as the use of only one of these methods may have resulted in misleading findings. A qualitative approach, including an exploratory study and focus groups, has been used to gain an in-depth understanding of the different dimensions of the theoretical concepts of the research and to discover which of the variables can conceptualize each of them in the Saudi setting. This process has assisted in adapting the construct scales that were developed in a different setting, as using the scales in the Saudi culture without adaptation was inappropriate. Therefore, the qualitative approach was a prerequisite for this research. A quantitative approach (survey) has been used as the research approach after developing appropriate scales for each construct and putting them together in a well-designed questionnaire. The instrument was pre-tested and found to be appropriate. The data was collected in Saudi Arabia from two purposive quota sub-samples of 400 women in each sub-sample; the respondents were women who regularly buy the research product (chicken). A wide range of statistical analysis techniques was used. These techniques include descriptive statistics, correlation, regression and ANOVA. Regarding the overall objective of this study to explore the effects of Saudi consumers’ perception about country of origin and branded product on their buying intention, the study results reveal that the political, cultural, and religious dimensions have a significant effect on consumers’ buying intention for chicken from most of the countries under consideration, whereas the economic and technological dimensions play a very minor role in influencing consumers’ chicken buying intention. This is exactly opposite to the situation with durable goods, such as automobiles, where the technological and economical dimensions play an important role in influencing consumers’ buying intention. These findings prove the importance of the effect of the product category, as different product categories will have different effects on how consumers perceive the COO. This study mainly focues on consumers’ perceptions towards whole chicken , as it is normal form of purchase in the Saudi market. Furthermore, the study results show that the respondents’ perception about all the dimensions of the branded product have no effect on their buying intention of those brands in the case of seven out of the eight countries under consideration. The weak effect of the different dimensions of the branded product concept on the consumers’ buying intention of chicken branded product might be attributed to the minor emphasis on and limited use of the branded product as information cue in the consumers’ buying decision in the case of the chicken as a fast-moving food product. The product category again proves its importance in this research; the weak effect of brands on the buying intention of chicken as the research product shows that the brand effect may be high or low depending on the product category. It has been found that brand parity does not exist in the case of branded chicken and is not significally correlated with branded product construct, which may explain the scarcity of such studies in the literature. Ethnocentrism was proven to have an effect on the Saudi female consumers' buying intention, which means that Saudi women may buy a local product even if they perceive that an imported product is of better quality. In addition, it has been proven that various demographic factors may explain the differences in consumer perception of COO. Thus, the conclusion is reached that the importance of each of the COO dimensions and the branded product as an information cue in influencing buying decision depends on the type of product. The research has conceptualisation and methodological contributions that reflect the importance of this study. The conceptualisation contributions are, firstly, the COO conceptualisation, which has been adapted to include the cultural and religious dimensions in order to be appropriate to the study area (Saudi Arabia) and the research product and, secondly, the branded product, which has been conceptualised to include the brand as a person and the brand as a product. The third contribution is that the research has studied the joint effect of COO and brand simultaneously. The final contribution is the conceptualisation of brand parity, which has been dealt with in this study in a different manner than in previous studies. The methodological contributions are: a) the use of the focus group data collection technique in a conservative society, in this case Saudi Arabia, and b) the process of adapting the scales for this study, which represents a significant contribution that may be useful to other researchers. The study’s main policy and empirical implication is the recognition of the differing effects of COO of different countries for Saudi consumers, and the differing effects of COO dimensions. This proves the importance of studying different countries and different products in order to find the real effect of the COO and its implication for policy makers' decisions. Nevertheless, the study has certain limitations. Among these is the fact that the scales used for COO have relatively low reliability and the conceptualisation of COO requires improvement. The scarcity of food product studies in Saudi Arabia restricted the arguments that could be used to compare and support the study findings. The limited study of the religious effect is another limitation. The difficulty the researcher experienced in gaining access to the executives during the preliminary exploratory study also placed certain limitations on the results. The final limitation was related to the difficulty of conducting the focus group in such a conservative country, particularly when the participants were women, as was the case in this research. Suggestions are made for further studies that could enrich the literature in this area. These are, firstly, that the differential relevance and importance of the different dimensions of the COO and branded product constructs for different products and different consumers’ require further examination. Secondly, methodologically, more comprehensive analytical models could be used and, lastly, a full re-modelling of the research model utilised in this study is suggested

Factors Influencing Usage Intentions Towards a Self-service Kiosk with Biometric Authentication.

Self-service technologies have developed as helpful tools in our everyday lives while constantly being adapted to meet new challenges and requirements in today’s world. This study explores the factors influencing usage intentions towards a self-service kiosk with biometric authentication in a retail context. A quantitative study with 28 participants was conducted in a laboratory environment. Participants were asked to purchase a SIM card at a self-service kiosk. The findings revealed that convenience and relative advantage had a strong impact on usage intention. In contrast, functionality and security concerns towards biometric authentication showed no significant effects. In addition, the results indicate that usage intention affected positive word of mouth. Further analysis revealed that usage intention mediated the relationship between the significant influence factors (i.e., convenience, relative advantage) and word of mouth

A comprehensive structural model of factors affecting online consumer travel purchasing

The purpose of this research was to develop a comprehensive model to study consumers\u27 online purchase intention of travel products. Related literature reviews suggested antecedents of consumers\u27 online purchase intention including EC travel web site design, past purchase experience, consumer trust, consumer\u27s attitudes toward online shopping of travel products; The model was developed by integrating one existing theoretical model (Shim\u27s Online Pre-purchase Intentions Model) with several important factors which were guided by theories: (1) social cognitive theory, (2) self-efficacy theory, (3) theory of planned behavior (TPB), (4) attitude-behavior consistency theory, (5) theory of consumer trust, and (6) communication theory. As a prior attempt to integrate these theories in the context of hospitality industry, the scope of this study was limited to empirically test the model with data collected from leisure travelers in United States. The study proposed seven hypotheses. The data was collected via Internet survey. A structural equation modeling analysis revealed that six hypotheses hold true in this study; The overall results indicated that the Theory of Planned Behavior, attitude-behavior consistency theory, theory of consumer trust, and communication theory provide a good understanding those factors. The results revealed a strong support for the importance of designing a travel Web site. In consumers\u27 perspective, a good travel Web site should provide consumers with detailed, timely, and accurate information, reliable system operation, and excellent service quality. A well design e-travel agency can significantly influence consumers\u27 attitude, purchase experience, consumer trust, and online purchase intention. The findings also showed the significance of managing consumers\u27 attitude by creating convenience perception, good merchant image, and value perception in consumers\u27 mind. The importance of previous online shopping experience illustrates the strategic point of turning existing online consumers into repeat customers by providing them with satisfying online shopping experience. Although there is one contradicting finding in the hypotheses, this study still provided a more comprehensive model to explore consumers\u27 online purchase intention of travel products; Future researchers can use result of this study to create a new model to explore customer\u27s repurchase intention and to develop an effective consumer loyalty program

Cause-related marketing : the influence of co-creation on personal relevant causes for the consumer

Empowering consumer to co-create with companies can enhance consumers’ behavioural attitudes towards the company namely through higher willingness to pay, purchase intentions, loyalty, bond, satisfaction and word-of-mouth. The aim of this paper is to understand whether these outcomes also apply to the empowerment of consumers to co-create social responsibility by giving consumers the choice of campaigns causes in cause-related marketing. Furthermore, personal relevance of causes was only studied indirectly in the context of cause-related marketing, thus this paper aims to study this effect further. A field study was conducted to gain insights on consumer willingness to pay, purchase intentions and attitudes towards the company, recreating previous studies. Then a survey was designed to understand the mediating effect of personal relevance on consumer loyalty, bond and word-of-mouth. Results suggest that when the donation size is high enough, there is a statistically significant difference between co-creating or not the campaign. With a higher donation, the level of consumers’ perceived personal role increases, which enhances outcomes towards the company. We have not found the same evidence for low levels of donation even when the consumer has the possibility to co-create. My research indicates that personal relevance is not a factor that makes a difference in consumers’ behavioural attitudes because consumers perceive all causes as important. This paper adds to existing literature on cause-related marketing campaigns and shows that there is no use in co-creating campaigns if the consumer does not perceive the amount donated as having an impact on the cause.Dar poder ao consumidor para cocriar com empresas pode fortalecer as atitudes comportamentais dos consumidores para com a empresa, nomeadamente maior disposição para pagar, intenção de compra, lealdade, relação, satisfação e recomendação verbal. O objetivo deste trabalho é compreender se estes comportamentos também se aplicam à cocriação de responsabilidade social dando ao consumidor o poder de escolha da campanha em campanhas de marketing sociais. Além disso, a relevância pessoal das causas só foi estudada indiretamente neste contexto, por isso este trabalho tem o objetivo de estudar este tópico. Um estudo de campo foi feito para obter informações sobre a disposição para pagar, intenção de compra e atitudes perante a empresa, recreando estudos anteriores. Depois, um questionário foi feito para perceber o efeito da relevância pessoal na lealdade, ligação e recomendação verbal do consumidor. Os resultados sugerem que quando o tamanho da doação é elevado, existe uma diferença entre cocriar ou não a campanha. Com uma doação maior, o nível de perceção de relevância pessoal do consumidor aumenta, o que fortalece as atitudes perante a empresa. O mesmo não foi encontrado para baixos níveis de doação, mesmo quando o consumidor podia cocriar. Esta pesquisa indica que a relevância pessoal não é um fator diferenciador nas atitudes comportamentais do consumidor porque os consumidores percecionam todas as causas como importantes. Este trabalho complementa a literatura existente em campanhas de marketing social e mostra que não faz sentido em cocriar se o consumidor não perceciona a quantia doada como tendo um impacto na causa