Benevolence can boost buying at the luxury counter
Wednesday, February 17, 2016 - 14:43
in Mathematics & Economics
If buying a Rolex is a guilt-inducing extravagance, would the knowledge that a portion of the price is donated to Save the Children ease one's conscience and smooth the sale? New research seems to indicate that it will, upending common wisdom among luxury retailers that such tactical marketing actions - co-branding with charity at the point of sale - are too risky.