Volume 23, 2012
Proceedings of the Twenty-Third Annual Meeting
Aimee Dars Ellis, Michael McCall
For Me or for You? The Relative Power of Rebates for a Cause
In traditional rebates, consumers submit proof of purchase for an item and then receive a portion of the purchase price, usually in the form of a check or gift card. In contrast, when a consumer redeems a cause rebate, a cash reward is given not to the consumer but to a non-profit organization (Ellis & McCall, 2011). In this paper, we aim to determine the attitudes toward and effectiveness of cause rebates versus traditional rebates. This will help marketers develop more effective rebate programs for their products. We also will investigate characteristics of consumers more likely to redeem cause rebates. Cause rebates represent a mechanism by which businesses can promote personal responsibility on the part of consumers and help draw attention to and raise funds for social and environmental issues.