When firms and customers share social responsibility, profits rise but donations can fall

(Institute for Operations Research and the Management Sciences) Firms sharing social responsibility with customers is generally seen as a win-win -- more patronage from socially responsible customers and larger benefits to society. A study in the INFORMS journal of Marketing Science, a leading academic marketing journal, finds that when a firm shares social responsibility with customers by asking them to 'pay what you want,' promising to donate a percentage of revenues to charity, consumers respond to whether firms give, but little to how much.

from EurekAlert! - Social and Behavioral Science http://ift.tt/2p1WBp7