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Researchers from Nanyang Technological University (Singapore), Shanghai Jiao Tong University, and University of Hong Kong published a new paper in the
Journal of Marketing that examines why and how charitable organizations can increase donations by soliciting consumers after retailers price promotions.
The study, forthcoming in the
Journal of Marketing, is titled Do Promotions Make Consumers More Generous? The Impact of Price Promotions on Consumers Donation Behavior and is authored by Kuangjie Zhang, Fengyan Cai, and Zhengyu Shi.
Giving Tuesday, a global generosity movement, takes place each year on the Tuesday after US Thanksgiving (immediately after Black Friday and Cyber Monday sales). Charitable donations generally see a big boost on Giving Tuesday. This year, American consumers donated a total of US$2.47 billion on Giving Tuesday to various charitable causes, including $808 million in donations made online.