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The use of status for the promotion of intergroup helping

Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Abstract

Published
Publication date4/08/2021
Host publication2021 AMA Summer Academic Conference: Reimagining Marketing Proceedings
EditorsMatilda Dorotic, Renée Richardson Gosline, Denish Shah
PublisherAmerican Marketing Association
Pages96-99
Number of pages5
ISBN (electronic)9780877570110
<mark>Original language</mark>English

Publication series

NameAmerican Marketing Association Conference Proceedings
PublisherAmerican Marketing Association
Volume32

Abstract

Our research demonstrates that utilising status rather than altruism in marketing communications helps to promote intergroup helping to consumers who are not generally inclined to help groups in need