Answer the questions - Assignment Example

Giving Against the Odds; by Jennifer Savary, Kelly Goldsmith, and Ravi Dhar The purpose of the research described in the article can be construed as depicting the habits of consumers towards donating to charity. The authors argue that the sense of self-signaling influences the consumers’ attitude towards donation. Therefore, the article explains how referencing a hedonic product is likely to influence consumers to donate as opposed to referencing a utilitarian product or no product is referenced (27).

The researchers conducted a series of laboratory experiments and field studies. They aimed at establishing the connection between referencing a hedonic product and its influence on donations. In experiment 1a and 1b, they sought to demonstrate how failing to donate when a hedonic product is referenced affects self-image. Experiments 2a and 2b complemented the previous experiments by establishing the effect of reference products on donation choices. The final experiment (3) sought to test the theory behind donations and reference products by using the same reference product (a blender) as hedonic and utilitarian (29).

The researchers’ hypotheses were:H0: Consumers who fail to donate when there is reference to a hedonic product generate a sense of selfishness (30).H1: Consumers are likely to donate when a there is reference to a hedonic product as opposed to a utilitarian product or no reference to any product (31).H2: When a similar product is referenced either as hedonic or utilitarian, consumers are inclined to donate their money and time when there is hedonic reference to the product (33). The researchers established that consumers are inclined to donations whereby there is reference to a hedonic product as opposed to when a utilitarian product is referenced.

In addition, when a similar product is used both as a hedonic and utilitarian reference, consumers will donate more on the hedonic reference. The researchers noted that base rates for donation reduced when larger amounts of money are requested regardless of referencing a hedonic product. Such results were not expected. However, they recommended that future research ought to focus on the relation between the reference product and the amount of money requested (36). Work CitedSavary, Jennifer, Kelly Goldsmith, and Ravi Dhar.

"Giving Against the Odds: When Tempting Alternatives Increase Willingness to Donate." Journal of Marketing Research LII (2015): 27-38. Print.