We test an information theory of prosocial behavior whereby ego utility and self-signaling crowd out the effect of consumption utility on choice. The data come from two field experiments involving purchases of a consumer good bundled with a charitable donation. Across experimental cells, we randomize the price level and the donation level. A model-free analysis of the data reveals non-monotonic...

Copyright: © 2017 INFORMS Abstract. We test an information theory of prosocial behavior whereby ego utility and self-signaling crowd out the effect of consumption utility on choice. The data come from two field experiments involving purchases of a consumer good bundled with a charitable donation. Across experimental cells, we randomize the price level and the donation level. A model-free analys...

The purpose of this paper is to examine factors affecting consumers’ acceptance of mobile marketing in China. The author draw on technology acceptance and uses and gratifications theories to develop a conceptual model of antecedent factors and marketing-related and valuebased mobile activity related to the acceptance of mobile marketing practice. The conceptual model is tested using data collec...

A predictive model was developed to help brands improve cause-related marketing campaigns by identifying the most impactful relationships among important campaign variables. The largest effect in MASEM (K = 81, N 25,554) found for cause-brand fit on attitudes toward alliance (β .40). Two of four proposed belief factors examined acted as mediating variables: consumers’ involvement with cause and...

After introductory remarks on the definition of marketing, the evolution of library and information services (LIS) marketing is explained. The authors then describe how marketing was applied to LIS over the years. Marketing is also related to other concepts used in the management of LIS. Finally the role of professional associations in diffusing marketing theory is portrayed and the importance ...

SOCIAL MARKETING - SEDUCTION WITH THE AIM OF HEALTHY BEHAVIOR? Social marketing is the use of marketing principles to design and implement programs that promote socially beneficial behaviour change. Contrary to the marketing of consumption goods, social marketing does not deal with material products, but with behaviour, e. g. not smoking. This 'product' has a basic benefit (i. e. reduction of h...

Studying information di usion through social networks has become an active research topic with important implications in viral marketing applications. One of the fundamental algorithmic problems related to viral marketing is the In uence Maximization (IM) problem: given an social network, which set of nodes should be considered by the viral marketer as the initial targets, in order to maximize ...