The use of status for the promotion of intergroup helping

Usslepp, Thomas and Hogg, Margaret and Awanis, Sandra (2021) The use of status for the promotion of intergroup helping. In: 2021 AMA Summer Academic Conference : Reimagining Marketing Proceedings. American Marketing Association Conference Proceedings . American Marketing Association, pp. 96-99. ISBN 9780877570110

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