New research by Aradhna Krishna at the University of Michigan shows that consumers who buy products linked to social causes end up giving less money to charity.
The full study will appear in the July issue of the Journal of Consumer Psychology and using case studies from brands such as Red Bull, will show that consumers who participate cause-related programs with a portion of the purchase price going to a cause, feel less inclined to make direct contributions.
This is a bold finding.
Wait, there’s more.
Krishna also found that not only can cause marketing result in fewer donations, but it can decrease consumer happiness, as well.
Expect this study to make wake among cause marketers. I’ve requested access to the full study.
Let me know if you are interested in a drill down on this.
In the meantime, check out the University of Michigan’s press release.
Hat tip David Hessekiel