‘Checkout charity’ requests often backfire, leaving shoppers feeling guilty: new study

By Arvid O. I. Hoffmann, Professor of Marketing, University of Adelaide
David Matthews, Lecturer in Marketing, University of Adelaide
Sally Rao Hill, Associate Professor in Marketing, University of Adelaide
Ying Zou, PhD Researcher in Marketing, University of Adelaide

“Would you like to donate $2 to charity today?”

If you have been Christmas shopping this season, you probably heard this question — and potentially felt pressured to donate money in the midst of a cost-of-living crisis.

More and more stores now ask customers to donate money at the checkout. This is a practice called “checkout…

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